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.
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.
“Devin has been working with me for over a year, getting me ready to launch a brand new product…didn’t know I needed the help he’s provided, but it turns out his expertise has been invaluable and together we’ve come a long way. His brilliant wizardry has been fantastic…stay tuned and you’ll see how awesome he has been with his marketing strategies. Many thanks to Gaber Marketing!”
“Devin helped me develop all of my advertising and marketing ideas for my small business. When I started out, I thought I had it all figured out but I couldn’t have been more lost. Devin straightened my ideas out and we started from the bottom starting with my company logo and website ideas. I get tons of compliments on both and business contacts have grown at a much faster rate with his help. People who have found my website say it contains exactly what they are looking for and they find the necessary information with ease creating instant contact. After only two years I’m in the process of expanding my business faster than I expected and contacts are rolling in regularly through my website. I’d recommend anyone to Devin who is looking for marketing and advertising strategies and who is looking to grow their business.”