A few years ago, I met some fine gentlemen that were working on a game design. They needed someone to draw what was on their minds (and some stuff that wasn't). I knew, when I met them, that their talents were great and that I wanted them to appreciate my skills in their future. That intro brings me to the now. I was asked about a month ago to design a layout for a website. Calob Hess is a computer geek (geek is used here to mean super smart / ultra-talented person in his/her field) who needed some design help. I thankfully got the call. He has started a web design company but was in need of a landing page and internal experience.
Not knowing half of the terms listed in his "skills" column on his current website, I was at a loss for where to start my designing. Creating visual interest with a webdesign company usually results in photographs of the design team sitting around a fancy hipster table in a high end conference room (probably in Portland). Not that there is anything wrong with Portland, but this is north central Pennsylvania and we are not hipsters. I did not want to design something standard....predictable.
My first thoughts were toward his logo. Good starting point since he had one already.
pics of logo and color bands
I liked the colors but it didn't strike me as something compelling or memorable enough to lead me in an artistic direction. I needed an image.
As I teach young students all day, I am constantly attempting to boil things down to the "element" level. I though about the purpose of his business. "Move other people's businesses forward." Pretty simple. Showing this is difficult but I knew I wanted a single image to get that across. I boiled the sentence down further to just "forward" and an arrow came to mind. I went outside to my garage and found some of my children's sidewalk chalk and began to draw an enormous arrow that I would photograph from a ladder leaning on my roof. As I was finishing it, I thought maybe my son would pose for a picture so it would look like he was finishing it. It was sunny....perfect weather for this shot.
orig pic of matt
The shadows were great and the sweater was interestingly simple. I made sure I was high enough on the ladder that the viewer would not see his face.
I still wasn't sure if a kid drawing an arrow would work for a web design site so I set out to work on the word "forward" in the mean time.
pics of forward tries
Finally, I stumbled upon a solution for the type. I overlaid it on the picture of my son and it just seemed right.
pic of matt and type
Now...how to make a whole website based on the look and feel of this image. I shot the image over to Caleb and he shot it around to some of his trusted friends. The feedback was immediate and positive. It was working for them so I ran with it.
I set out to simplify the other three pages he needed at that point and had to boil them down to a single image and single typography concept. Since the arrow was not perfect and made to look as though a young person drew it, I purposely used hand drawn type to impact the viewer first. "Seriously whimsical" were the two words I kept present in judging my designs. I wanted it to show that even when dealing with simple solutions, the business is serious about your business. I did lean toward hand drawn type because I love it, but, if it didn't fit, it was out!
Luckily, it seems to fit.
Often Design has limitations. This stinks. I like design to go as planned. Many of my wood projects have been less than my mental picture of the final project due to some of those limitations in the wood. Web design has some inherent limits that are not there in print. BOOO HISSS!
We will see how it all goes but the whole process sure is fun. Learnin' lots and lovin' the new venture.
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