In building digital assets you want to be three things:

Be genuine. Be available. Be targeted.

Being genuine. Share your story, down to the bone. Share your why and introduce your
team. Showcasing your people says a lot
about your culture and your ethos, and
your consumers today are looking to
differentiate between the myriad of
products, so lead with being genuine
and open.


Being available. Make your social content
and your website easy for your guests to
navigate and reach you across multiple
avenues - email, phone, Facebook, Linked in, Instagram. Be open and share your costs
(please don't hide them). Potential clients may look for cheaper options and that is fine, not
every client is going to align with what you
offer and pay what you want.


Being targeted means producing content and a narrative specifically for your target audience. To do this we need to know who they are, what they enjoy doing, what language and
tone they use, their goals and their aspirations .. knowing this helps in building targeted and genuine content of value.


My last thought is to adopt the attract over chase perspective. This means
you build a strong brand, share your story, develop a personality and
position content in front of your audience.
You don’t talk things up .. attract loyalty and engagement
through developing a genuine brand personality.




I think about how the following websites have beautifully understood the brief. There is not
a salesy’ word in sight.
Their visuals are spectacular and bring a sense of clarity and class.
They quietly share their story and invite you to be part of their journey.

For me these are beautiful examples of ‘new’ school integrity led soft digital design.
Feel free to click on their image and it will shoot you to their site(s) ..

Treespace .. their digital awareness is beautiful and on point, minimal and visually engaging. A perfect example of attract over chase.

Ruataniwha Hut is the brainchild of Andrew Stroud .. the site is as clean as the property which sits in the Ruataniwha National Park in Ben Ohau … beautiful.

Is there anything more to say about Nina and Craigs refined eye for detail @ Ellei Home which is carried across their digital assets .. I love it.

An outstanding concept and visual display of words
standing alone and imagery leading the show .. hinter your concept and site is absolutely outstanding .. bravo bravo bravo.