The Context

Hay&Co is a small firm offering brand identity design. Owner and designer Taylor wanted to retool her web copy to attract the clients she most enjoys working with: small businesses that are ready to invest in themselves to build a strong brand both online and out in the world. 

The Work

I worked with Taylor to define the specific services she most wanted to highlight. We talked through her approach to new clients, what they experience for each service offered, and how they see value added to their business with the results. 

We determined that because Taylor is a one-woman show, we wanted to change the voice of her site, shifting from a more corporate “we” to a first-person singular “I.” We wanted the web copy to feel like a conversation with Taylor herself, creating a sense of trust and excitement. We defined a warm and welcoming tone for her site that conveys how Taylor approaches her clients and her work. 

Taylor also wanted to implement a system for keeping her portfolio up to date. I designed a template for her to follow to showcase new work, and wrote up a number of her recent projects.

The Outcome

Taylor’s site now highlights the work she loves most: building brand identities for small businesses. It clearly defines the work she does and why it’s so valuable. And it captures a sense of Taylor herself, helping to set her apart from other design services.