Brand Strategy & Website Design

Good design,
Is good for business.

Expertise

I bring art, design and business together to challenge the visual status quo, reinvigorate stagnant brands, solve complex identity problems and discover hidden growth opportunities.  I create websites focused on ease of use, clarity of purpose and compelling design. Yes, I can do all that for you through design. What I cannot do is make you something you are not.

I will, however, explore who you are and who you want to be as a business or organization, and I will work with you to clarify your vision online. I’ll focus your web strategy, visually articulate your brand and design effective online communications that knock people’s socks off.

I’m very good at helping you:

  • define or refine your brand position
  • understand your customers
  • gain insight into your competition
  • clarify your business goals online
  • design or redesign your website
  • customize a WordPress theme
  • maintain and host your website

Approach

I see design as a way to solve problems, connect people and communicate ideas. I take great care to understand who you are and where you’re going. I ask a lot of questions. I listen. I wrestle with the why and what of your project before the how, how much and how long. I am not trendy. I take calculated and unexpected creative risks. I like to work with people who understand design or trust that I do.

No two design projects are exactly alike. Each is a unique expression of the person, business or organization it represents, and is shaped by specific personalities, goals, budgets, requirements, schedules and technology. With this in mind, I tailor a flexible process of research, analysis, information architecture, creative brainstorming, prototyping, production and testing to fit your needs.

And since I create only a select number of websites each year, I take my time with each design. I want every project to reflect the highest possible craftsmanship and creativity I can deliver. I’ve found this design approach makes both you and I happiest at the end of the project.

Pricing

Good design isn’t cheap, and cheap design usually isn’t good. Design requires an understanding of the value of design beyond trendy styles, a knowledge of who you are, and a trust in me as a design professional to craft effective solutions at a fair price. And since each design project is different in terms of scope, schedule, complexity, administration and objectives, it’s difficult to provide a one-size-fits-all price. Accurate estimates require a thorough understanding of all the project components on my part, and a detailed explanation of the requirements and objectives on your part.

That’s why you must complete a Project Questionnaire before pricing. I carefully review your responses and follow up with a phone conference to discuss how I work, walk you through some portfolio examples, and clarify your project’s vision, scope and requirements. Only then can I provide a reasonable price estimate for review. I do not typically provide proposals. If my estimate doesn’t come in at a workable price, we can discuss options to scale back project requirements to fit your budget.




“His designs are practical and inspired, a powerful combination.”

– Nita Noveno, SundaySalon.com

Clients

Construction & Services
  • Graystone Inc
  • Rocky Ridge Stone
  • Simple Energy Works
Business & Professional
  • WeCare Inc
  • SideCar
  • Red House Behavior
  • CBEM

Technology
  • MotherApp
  • Thumbdive
  • AirGini
  • The Campus Wire
  • Spirit Broadband
Finance & Wealth
  • Smith Salley
  • Miami Opportunity Partners

Consumer & Retail
  • SVG Cuts
  • Lift Walker
  • Elijah Company
  • Vuru
  • Lullaby Linens
Real Estate
  • Miami Angel Properties
  • Exit Realty

Non-profit, EDU, GOV
  • Sunday Salon
  • Air Force ROTC
  • Beckoning4Change
  • Crossville Skatepark
Arts & Entertainment
  • FamLoop
  • Miriam McClung
  • Quadrant Films

Hailing From:

Atlanta, London, Austin, Cairo, Hong Kong, Birmingham, Miami, Greensboro, Tennessee, San Francisco, Maryland, Detroit, New York City


Websites | Logos

MotherApp

Visit the Site

When Ken Law contacted me about redesigning and rebranding the MotherApp website, I was a bit intimidated. Ken is one of the first Google interns/employees. He and his team of other former Google employees and entrepreneurs hold patents for search algorithms and mobile technology not to mention they build mobile apps for clients all over the world. In short, they’re a very smart group with a wealth of mobile technology experience. But that wasn’t what impressed me.

Ken and MotherApp see technology as a way to help people live better lives one mobile app at a time. They back up that vision by developing apps like FamLoop, which brings families closer together through reading. They’ve even built a pro bono slavery victim identification app to help law enforcement officials question potential victims without speaking their language.

So when we approached the redesign together in a collaborative effort, we wanted to make sure that not only would the brand communicate MotherApp’s technical capabilities and consulting competencies, but more importantly that MotherApp designs real life solutions that matter. Bold, simple design allows their live changing work and brand message to come forward without getting lost in visual clutter. And because MotherApp is an expert in the mobile app field, I designed the site to be responsively viewable on mobile devices.

dotp’s part: competition research, brand strategy, creative strategy, typography, copy writing and editing, coding, WordPress custom website design and development.


MAAdvantages-600



Graystone

Visit the Site

Rebranding a company from the ground up is both fun and challenging. So when Rebekah and Danny Quintana contacted me about rebranding their successful construction and remodeling company, Graystone Inc., I couldn’t wait to dive in. Both Rebekah and Danny have backgrounds in design which made our creative collaboration and communication easy and constructive. Their charge to me was to create a brand that would capture the essence of the popular Anthropologie stores, but translate it for their company and clientele.

If you’ve ever been in an Anthropologie store, you can appreciate the complexity and diversity of the brand. After some study, I discovered the secret to Anthropologie’s brand is diversity focused on a very specific type of person. I worked with Danny and Rebekah to thoroughly clarify and define their client base, and then created a brand strategy and visual language to express Graystone’s unique capabilities to that client base.

The result is a very flexible brand that can speak to Graystone’s clients in many different ways. The logo employs multiple color palettes based on the environment and purpose of the application without being off brand. Each brand color palette was carefully selected to appeal to different aspects of the client base.

The Graystone website also reflects this same brand strategy. Each page of the site has its own design that reflects a different part of Graystone’s personality, services and capabilities—from the engaging before and after portfolio stories to the helpful insights and resources in the Ideas Journal. All managed by a top notch, open source content management system—WordPress.

dotp’s part: competition research, brand strategy, logo and identity, typography, copy editing, coding, WordPress custom website design, WordPress training, website maintenance and upgrades


WordPress Custom Website Design

Graystone WordPress Custom Website Design



Miami Angel Properties

How do you design and develop a website in under four weeks that breaths new life into a brand in an industry reeling from a severe economic recession? This was the challenge Ross Milroy, the owner of Miami Angel Properties, and I faced when we partnered together to rethink and reinvent his company’s website.

Ross was the perfect client to work with to tackle this project successfully. He quickly got me up to speed on the subtle nuances of South Beach’s real estate market, culture and clientele. He also took the time to help me understand his business vision and goals for the site before we ever talked about design or implementation. And we came to a mutual understanding that a well designed website and a carefully planned brand strategy would give Miami Angel Properties the competitive edge it needed to succeed in a market where companies were failing rapidly.

My competitive survey of other real estate websites in Miami revealed that there was little design differentiation between them. These sites looked stale and did little to reflect the vibrant South Beach area. And almost none of the competition at the time was taking advantage of blogging as a tool to establish brand and increase market awareness. I addressed these market gaps by integrating the WordPress content management platform into MiamiAngelProperties.com and creating with Ross a real estate blog within the site called SoBe Journal.

Visually, I felt it was important to create a brand that countered the somewhat cloudy economic climate that had enveloped the lively South Beach area. I drew design inspiration from the colorful Art Deco architecture, world class international cuisine, laid back beach atmosphere and rich art culture to create a Miami Angel Properties brand that expressed transparency, optimism, trust and passion in a fun, sophisticated way.

dotp’s part: competition research, brand strategy, website design, typography, copy editing, coding, WordPress custom website design, WordPress training, maintenance, Search Engine Optimization


Real Estate WordPress Custom Website Design



Smith Salley & Associates

Visit the Site

When Brian May, a research analyst and portfolio manager at Smith Salley, approached me about redesigning their website, I had no idea how saturated the wealth management market space is online.

After a detailed visual and content survey of the top fifty wealth management firms in the United States, I was surprised to discover an industry where the majority of site are under performing both aesthetically and functionally. The overwhelming majority these sites are rife with visual cliches like sailing, hiking and smiling happy people holding hands. Most importantly, many of these sites fail to provide relevant content to potential clients.

Working closely with Brian, we developed the site content, layout and design to present the most useful client information upfront and in a personable yet professional way. We deliberately chose to keep the site’s visual design elements to a minimum and let bold, elegant, hand drawn illustrations express the Smith Salley brand personality. We were pleased with the results and feel that the simplicity and openness of the site’s design, content and functionality is not only reflective Smith Salley’s brand, but also groundbreaking in the wealth management industry.

dotp’s part: competition research, brand strategy, WordPress custom website design, typography, copy editing, coding, WordPress training, website maintenance and upgrades


Smith Salley WordPress Custom Website Design



SVG Cuts

Visit the Site

Leo Kowal and Mary Rudakas are the smart, creative, technically savvy team behind SVGCuts.com—a paper crafting ideas, products and design community. With almost 8,000 Facebook fans, dozens of videos, and hundreds articles, file downloads, active comment conversations, products, photography and more to showcase, redesigning and rebranding SVGCuts.com’s logo, blog and storefront was a complex creative challenge I couldn’t wait to tackle.

SVG Cuts’ customer loyalty and enthusiasm for their craft products is something most brands would die for. SVG Cuts customers love Leo’s second-to-none customer service and Mary’s uniquely creative paper crafting ideas. The previous website made it difficult for customers find Mary and her design team’s crafty project ideas and Leo’s excellent technical support videos. Plus, the brand message and accompanying visuals of SVG Cuts lacked focus and didn’t differentiate SVG Cuts from its competitors.

In collaboration with Leo and Mary, I crafted a new brand strategy, logo and identity to fully express SVG Cuts’ unique products and services. The new SVG Cuts brand inspires women to live creatively and beautifully by bringing the brand attributes of imagination, authenticity, community, passion and craftsmanship to the forefront. Clean visual elements that are both fresh and modern while still maintaining personality and warmth create an emotive, distinct brand experience online.

The blog section of the website features a magazine layout that encourages customers to explore new craft ideas, get help with their projects and connect with other like minded crafters. There’s now a How-To section with articles and videos fully integrated from YouTube. I also created a section for their design team to showcase their own project ideas. And reorganized the navigation menu of the blog so that customers could easily jump to specific product categories in their store for quick browsing and purchase.

dotp’s part: competition research, brand strategy, logo redesign, WordPress custom website design, typography, copy editing, coding, WordPress training, website maintenance and upgrades





“His strong direction helped us to move past
some of our preconceived notions.”

– Brian May, Portfolio Manager, Smith-Salley.com

Sunday Salon

Visit the Site

I jumped at the chance to help the Sunday Salon founder, Nita Noveno, transform her international prose reading series into an online magazine and hub for emerging and established writers. Based in New York City with satellite series in Chicago and Nairobi, Sunday Salon has over 200 alumni writers, readers and poets plus numerous musicians. I had the challenge of designing a brand strategy, identity and website that captured the work of this talented yet diverse group.

The first step was to create a visual language that could adequately express an international brand and the writers it represented. I chose to be bold, minimalist and modern in the identity and site design to ensure the widest possible audience connection and brand flexibility.

The Sunday Salon website is a very complex, multimedia site that integrates seamlessly with the WordPress content management system. SundaySalon.com features videos from the latest readings (linked to YouTube of course), integrated banner advertising, a Salon shop, photo galleries from worldwide Salons, slideshows, a blog, book reviews, writer interviews, news from specific cities, Google ad integration, an online magazine, author biographies and tons more.

I also designed the Salon magazine covers which is a lot of fun. Each issue centered around a word-theme which Salon supplies along with the stories that go with the Zine. I create the cover illustration to express the theme visually and the stories with it.

dotp’s part: competition  research, brand strategy, WordPress custom website design, logo and identity, coding, WordPress training, website maintenance


Sunday Salon Custom WordPress Website Design



Exit Real Estate

Visit the Site

Exit Realty in Austin, Texas saw the work I did for Miami Angel Properties and hired me to redesign their website. I crafted this custom site in WordPress to capture their existing Americana brand with a classic, casual Norman Rockwell feel. The site was recognized on one of the world’s largest stock photography and illustration websites, istockphoto, as their Design of the Week, and has been featured in numerous online design galleries.

Unfortunately, the real estate crisis hit, the company had to close it’s doors, and the site reverted to me. This real estate website is now for sale. I have modified the design with sample content so you can walk through the site and get a feel for it’s layout and functionality. Here are some highlights:

If you are interested purchasing this site for your business, please go to the live demo site and download this info sheet (PDF). Contact me at frank[at]drawingonthepromises.com if interested.

dotp’s part: competition research, brand strategy, WordPress custom website design, coding, WordPress training, website maintenance and upgrades



WordPress Custom Website Design



Thumbdive

Thumbdive is an social application that gives it’s members the unique ability to create private networks of friends and family and stay connected throughout the day. We designed the Thumbdive website, logo and branding to highlight Thumbdive’s first to market capability for their application launch. Wendy Tam, founder of AirGini and one of the smartest people I’ve met, later turned Thumbdive into private label social collaboration software for businesses and organizations.

dotp’s part: brand strategy, hand crafted website design, identity design, typography, copy editing, coding by postpostmodern



Thumbdive Custom Website Design




Logos | Websites

Logopedia-sep-2013


Method

01 ENGAGE
  • Contact dotp
  • Answer project questionnaire
  • Clarify project scope
  • Provide price estimate
  • Sign contract, send deposit

 

04 DESIGN
  • Conduct creative research
  • Present creative springboard
  • Design visual concepts on prototype
  • Revise and refine visual design
  • Design logo and identity if needed

02 DISCOVER
  • Understand business objectives
  • Define site goals
  • Clarify site audience
  • Survey existing brand
  • Analyze online competition

 

05 DEPLOY
  • Edit and polish site content
  • Optimize for search engines
  • Test for browser compatibility
  • Assure site functionality
  • Launch site and correct issues

03 ARCHITECT
  • Define or refine brand strategy
  • Identify important user paths
  • Finalize site requirements
  • Develop a content strategy
  • Refine prototype content, layout

 

06 SUPPORT
  • Provide site hosting
  • Maintain and upgrade site
  • Analyze site traffic
  • Conduct WordPress training
  • Provide creative consultation



“Thank you Frank, especially for taking the harder course to tell us what should and should not be done, rather than just doing it as told. Thank you for your professionalism.”

– Wendy Tam, Director of Digital Publishing & User Experience FamLoop.com

Contact

Reach me at 931.484.1171, M-F, 8 a.m. to 4 p.m
Email me anytime at frank@drawingonthepromises.com
Follow my infrequent Tweets
Recommend me on Linkedin

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About

Frank-Color-WebsiteDrawing on the Promises studio was started in the mid 1970′s by Birmingham artist Miriam McClung as a way to share her art with others. In 2003 Frank McClung, Miriam’s son, founded the design side of the studio appropriately named dotp.

Before establishing dotp, Frank was a space and communications intelligence officer in the Air Force where he spent the first part of his career analyzing scary foreign threats and creating classified websites, reports and presentations for clients who shall not be named. During his last assignment, he gained extensive experience managing the redesign of the Air Force ROTC website, brand strategy, identity, advertising and collateral.

Frank’s design work has been featured in numerous online website galleries around the world that you’ve probably never heard of or care about. He is a graduate of the United States Air Force Academy, a Fulbright Scholar and is married to his only friend whom he met while studying abroad in college. He operates dotp from his home office, occasionally getting work done between playing with and settling arguments between his five children.