A beautiful site for an unclear business is an expensive way to stay unclear.
Design expresses a decision. If the decision about who you serve and why you are different has not been made, design will express the ambiguity faithfully.
Our positioning session produces one sentence: for whom, doing what, unlike whom. Everything downstream — headlines, section order, photography, even colour temperature — is a consequence of it.
Clients who resist this stage are usually the ones who benefit most from it.