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.
“In an industry full of terms that can seem like a foreign language, Devin Sardano of Gaber Marketing Studios is articulate and easy to communicate with — and that’s refreshing! I’ve worked with Devin, he’s a smart, creative energy with good ideas backed up by talent.”
I came to Gaber marketing in 2017 with a rather unusual challenge, to create a market that currently does not exist, with an extremely narrow target market of the one percent. Devin enthusiastically accepted the challenge, and over the next few months, Devin’s genius imagination created a marketing plan and strategy for me to achieve my goals. Next was website and brand, and again, Devin’s creative genius hit another home run. Everyone loves the website and logo. Creating a new market is a step by step process, it is not something that is going to happen overnight, but in the few short weeks that the website has been out, the response has been overwhelmingly positive, exceeding all my expectations. Thank you, Devin, for introducing this technological resistant soul and his work to the modern world, and look forward to all the fun on our climb to the top!
It was so easy to work with Devin. Once he understood our service offering and industry, he was able to create a brand strategy that really made us stand out from the crowd. The website that Gaber created was elegant and effective and I’m proud to have it as the first point of engagement with new potential customers.