Martin Kartin is a Manhattan-based executive placement specialist (he helps heavy-hitters in the fashion and beauty industry fill high-level positions in their companies) with 30+ years of experience. He enjoys a stellar reputation and piles of happy clients, but his out-dated website and brand reputation (“a bit old-school”) were standing in his way of growth and exceeding his niche. His daughter recently joined the company, bringing with her experience in e-commerce and digital careers and there was no denying that it was time for a refresh of the brand to reflect the change.
The previous website was undoubtably dated in both color-scheme and functionality (it was Flash!). It wasn’t easy to update and it only stood out from the competition in a negative way—it certainly didn’t look like the website of an established, successful company with a proven track record. Carla Tanz, a marketing consultant specializing in the beauty industry (and a delight to work with), brought me in to this project to help visually re-shape the brand perception of Martin Kartin and Company as an established firm, but one keeping current and able to adapt to the ever-changing corporate world. A family business specializing in personal attention, but one able to deliver results like the larger firms. A boutique, high-end practice, but one with warmth and personality.
To capture all of these elements, I chose to go with a black-and-white color-scheme, using the “bubbles” to inject a bit of graphic punch and levity. The photographs of Martin and Rebecca used throughout the site (taken by the very talented Christopher Duggin) capture their warmth and personality and subtly highlight the importance of an inter-generational firm. In addition to the new design, I also consulted on the layout, structure, and organization of information of the site, ensuring that each page reflects the businesses flawlessly.
Another way we are redefining the brand message publicly is in one of the most youthful (and effective) ways you can: by carrying it throughout the firm’s social media presence. Along with the new website, I carried the look through to their LinkedIn business page, their Facebook page, their Twitter feed, and their Google + page, making their entire online presence feel current, cohesive, and established.
Visit the new Matin Kartin and Company website today and let me know what think!