Security is a very specific industry and to psychologically target aspirations would have been a mistake, so we wanted to create an anxiety and tension. Fear of loss is a powerful motivator, and we wanted to really put that in the forefront through a more dark, ominous, restrictive environment with a high contrast for elements that we would want a user to interact with.
We were able to identity Michael’s target audience by assessing how much Michael is hoping to sell his sculptures for, who would have the money to spend on something like this, and what lifestyle they might live. Once we did that, we could further establish the brand as one that promotes a luxurious lifestyle, something taboo but with just the right amount of secrecy. With the brand in place, we were able to get moving on the website design. We wanted a design that reflects his product – unique and beautiful. We went for a single frame, left and right scrolling page layout with a minimalist layout. After the site launched, Michael was thrilled with the contacts he’s gotten and he’s seen a significant increase in interest in his sculptures.
We spend significantly more time showcasing what is done, since we were not worried about a novice misinterpreting the services. It allowed us to speak the industry language, while freeing us to create images that would generate an emotional reaction. This also came into play when developing the content for search engines. We knew what terms these individuals would be searching, because they are already familiar with what they are looking for.
The design of the site also created landing pages for each service so if you were to find one thought a search engine or searching for a specific service you could land there and not have to go anywhere else. The user doesn’t have to navigate to find out how to do what you are asking them to do.
“Devin is an excellent teacher and trainer. He has a good command of many software packages and continues to upgrade his skills as required by the industry. I would highly recommend him for any position that requires training of individuals or staff.”
“When I met Devin over 18 months ago I was immediately impressed. He struck me as an original thinker with original, innovative ideas. At the same time, he had a lot of experience under his belt and I could see he had a passion for what he does for a living. He has a good handle not only on social digital media marketing but also traditional marketing. He’s especially good at short segment videos you may need for your website, YouTube or Facebook. As I did the first day and still would today, I describe Devin as “Lightning in a Bottle”. A good investment of your marketing dollars if doing it in-house is not in the budget.”
“Devin’s intelligence, wit and comprehensive knowledge regarding how to get the most out of our marketing goals was refreshing. Gaber Marketing helped us find our voice as a company by asking simple questions that made us think about ourselves in a different light.”