Instead of seeing her science background as a liability and removing it from the background section, I wove it into her journey so that it became a basis for her current skillset. I did this by tying in her research background with strategic marketing skills. And even though she never held the title “graphic designer” or “marketer” in her corporate career, she honed those proficiencies on the job, which I highlighted. This should help allay potential reader concerns about her expertise.

A challenge here was to keep the copy ultimately about the potential client rather than the business owner. So in that same section, I brought the text back to the clients by focusing on how the abilities Via has cultivated in her background can help them now—both in gaining clients and in gaining confidence.

Her home page refers to her a potential client as wildflower. This motif carries through with the website imagery as well. To bring this into the about page, I used a simile in the page headline that referred to the client as “sunflower”—probably the most iconic of all wildflowers. I discussed how the client’s business—and consequently other parts of their lives as well— could bloom with, Via’s help.

The Strategy

Branding strategist and graphic designer Via was looking for a rewrite of her existing About page, which she felt did not showcase her expertise. She was concerned that her lack of formal design skills would hurt her credibility. In addition, she said she liked the idea of bringing the theme of blooming over from the home page so the website felt unified.

The Project

Creative by Via

About Page

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