Graphics Reference
In-Depth Information
Our work has always been more
about ideas than style, except when
the style is the idea, or the idea is
the style, or the style is the ideal
style. Huh? What I really meant to
say is that conceptual design,
whether it includes copy or not, is
far more interesting to us, and far
more effective in the marketplace.
—Rick Braithwaite
Never has a company been so clear about the type of
client they're
not
targeting. Their window closes, and
the unsuspecting heathens find themselves at a
“make your own logo” software site.
If you select the “our company” menu, you're
presented with three options: a contact link, a client
list that offers another entrance to the case studies,
and “has a knack for color,” which opens a new win-
dow: Color of the Month, one of the site's most popu-
lar features.
Content
Sandstrom serves up many portfolio images, accessed through the case studies.
Collectively, they provide a complete feel for each project. The photos are beautifully
shot and composed, and they are displayed at such high resolution that you can rec-
ognize typefaces and read package text without difficulty. There are also many close-
ups of copy—in brand topics, on the backs of wine bottles, in magazines—that high-
light how all this company cleverness gets put to work for the clientele. Although not
all of their client projects display their comedic gifts, they are unafraid to use
humor—the disarming, slightly wacky, laugh-with-you style—when it is appropriate
for their client's message.
And if you're already a client or have some extra time on your hands, there's
the equivalent of a software Easter egg. Select the contact menu, and a very slickly
programmed interactive phone offers a staff list. A tickertape display urges you to
press buttons for contact and information, but in fact most of the buttons on the
phone have text or sound messages attached. Press 3 for their internship program,
and delightfully smarmy text ensures that anyone who applies gets a taste of the
company culture. And finally, hover over the blue button. The people who bring you
Color of the Month still have a marked card up their sleeves.
Future plans
As with previous versions of their site, Sandstrom keeps updating their content
while keeping an eye on its continued relevance. They've had to redesign infrequently,
as each iteration has been far enough ahead of its
competition to give them some breathing space.
Although Rich Braithwaite, who set the tone as presi-
dent of Sandstrom, has handed the reigns to Jack
Peterson, they are both satisfied with the current ver-
sion. As they say, “There's a sense of discovery, from
the navigational user interface through the writing.
It's a unique experience.”
From a business perspective, the
new site has been great. The right
people have visited the site and,
seeing enough to gauge whether
we would be appropriate for their
project, have scheduled meetings.
—Rick Braithwaite
