Page 81 - Visual Marketing
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“EdgeDweller is all about chal- The typical consulting website Success Metrics
lenging the norm and find- is blue, filled with images of
ing innovation in business,” suited businesspeople in the top • EdgeDweller has established itself
explained Linda Doherty of quadrant. When reviewing site as providing evolutionary think-
Citizen Studio. after site in a row, there are only ing for companies such as Avon,
so many of those you can look General Electric, and Disney.
The design team wanted to at before your eyes cross. So it
create imagery that was second- becomes a competitive advan- • Its team has developed a grow-
ary and complementary to the tage to have a website that is ing reputation as leadership
copy on the site, which was, different, because it stands out experts worldwide.
in Doherty’s mind, spot on to and is memorable, compared
the audience of C-level execu- with competitors’ websites, Takeaway Tip
tives looking for a company to which all tend to look the same.
help take them to a new level When your business is based on differentiat-
through creative exploration. Most important, the website ing itself from competitors through its cre-
reflects a distinct artistic touch, ativity, then it’s important to reflect some of
Why It Works reminiscent of the creativity that that creativity in your website. At the same
EdgeDweller’s work brings out in time, if the prospects and clients you deal
The colors—shades of burnt its clients, without being too “out with are corporate people, then to resonate
reds, spring greens, and lemon there.” with them, the creativity has to take the
yellows—are more reminis- form of subtle touches such as unexpected
cent of a summer dress than a colors and images; refrain from being too
professional consulting website. over the top.
MUCH MO RE THAN JUST A W E BS I TE 60
