Inspiring clients to take risks and stand out

Over the last several years I have done probably hundreds of web designs. Here at Optiem, we typically we do at least two different designs to present to a client. First of all, our contract usually states that this is what we will provide, but on a more practical level, it really gives the client something to compare and contrast when they are looking for a new design.

If we have done our job correctly, we already have a very strong understanding of the client's "aesthetic". So our designs are targeted to reflect that. But as designers this can sometimes leave us wanting... wanting to push the envelope more... to stretch our wings.

So recently, on those projects that have the potential, I have been trying to provide a third look. But I try to make that design something that is really out there. Something that no one else in their industry is doing. Something that really sets them apart and is a differentiator. But these are usually hard to sell to clients.

How do we comfort clients enough that they are willing to be more aggressive in the design of their web sites? For many companies, taking a conservative, "proven" approach is the safest and easiest path. And when dealing with a larger group of decision makers, it is much easier to get consensus on something a little more traditional.

My goal is to get our clients to see the web with different eyes. With a twist. To take a "risk" and put a site out there that is a really different approach or concept. To be a leader in their respective industry. To have something that no one else has. So when someone visits their site they say (or at least think) "now this is different. Who are these people?".

This requires some forward thinking by the person or people picking a design. But I feel in the long run this kind of thinking could really pay off. Being a trend SETTER as opposed to a trend follower is what really makes for success. Sony created the Walkman. They set the trend in personal music devices. Of course Apple has really run with that in recent years. But Sony enjoyed a great deal of publicity with the whole Walkman trend. They launched a whole new product line.

I guess there are people out there that are uncomfortable sticking their necks out to be different. To take that "risk". But the gains can be really worth it. From a marketing and brand standpoint, this has the potential to elevate a company into a whole different realm.

I remember back in the dot com boom days that kids were starting companies in their parent's basements. They would design really hot web sites with flashy logos and give the illusion that they were really something. And in fact, many of them BECAME something. Of course there is far less risk in being a kid in your basement and acting like you are a multi-million dollar company. As opposed to a multi-million dollar company pretending they are a kid in their parent's basement. But too many multi-million dollar companies are unwilling to look less than polished and buttoned up. Too bad.

I digress a little here. But this is just to say that we want to try to get our clients to look at opportunities to stand out. And doing the same old thing as everyone else is doing isn't enough anymore.

The beauty of the web is that you can change it immediately if it isn't working for you. It isn't like you have printed 100,000 brochures and all of a sudden the company logo changes and those boxes of brochures become door stops.

So, take a risk or two with your design. Push the limits of what you have done before. Use the limits your competitors stopped at... and start there.

Reality Rejects!... Our Latest Video Project

From my friend Clyde's blog:

Optiem recently launched a new online video series for our client Insurance.com.

The concept behind this series, Reality Rejects, is a send-up of the reality TV genre, shot and edited in the style of mock-umentary shows like The Office and The Larry Sanders Show.

The premise behind the show is that each of our contestants has had a failed attempt to get onto another popular reality show, be it Survivor, The Biggest Loser, Beauty & the Geek, Americas Next Top Model, Dancing with the Stars, etc. and have now all come together to compete in a Bachelorette-style competition to win the affection and company of Jessica, as she and the final remaining houseguest will go on a weeks vacation together once the competition has concluded and a winner is chosen.

Jessica will be eliminating one houseguest each week, based on her judging of the outcome of that weeks competition.

The first episode, Meet the Contestants introduces the cast members, Rick, Barry, Hank, Danny, Candi and our host, Jessica, as we see them move into the Reality Rejects house and interact for the first time.


You can view the video at any of the following sites:

The May The Best Win blog

Our YouTube Channel

AOL Video

Danny's MySpace Page

Enjoy!