In building digital assets I feel you want to be three things:
Genuine. Available. And. Targeted.

Being genuine means thinking about your ‘why ‘ (what you believe) and sharing it .. introduce your team, some of your key industry partners and even some of your tight five (customers) .. it could be that you already know why they chose you, but if you don’t let’s go and find out. You’ll find these conversations heart warming. Then share those insights with your audience, through your digital content. Showcasing your partnerships speaks of the way you acknowledge and celebrate others in your space. I says a lot about values. And to be honest your consumers are also vested partners .. they are key to your success. Consumers today are looking to differentiate between the myriad of products, so (I feel) leading with being genuine, open and humble is key.

Being available means making your social content and your website easy for your guests to navigate and reach you across multiple avenues - email, phone, Facebook, Linked in, Instagram. Please don’t spoil the experience with ‘join our newsletter’ pop-ups or old school forms asking them to submit a form to reach you .. this builds space between you and your consumer, madness when you are trying to build open pathways and connection. I leave a website immediately if they have a ‘join our mailing list’ pop-up or if they have no contacts except forms, and I don’t think would be alone. If people are curious enough to reach out to you let’s make it super easy for them to reach you.
And share your costs .. please don’t hide them and make people email you for pricing .. no-one has time for this and you risk loosing such a powerful opportunity. 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. Instead, be everything to the ones who choose you.


Being targeted means producing content and a narrative specifically for your (target) audience. Knowing who you are serving (who you are for) what they enjoy doing, what language and tone they use, their lifestyles, their goals, their aspirations and their stressors .. helps to build genuine content of value. Choose a community you want to serve and then make content and position it just to them. People buy from a place of perception. They buy into vibes, into value and into voice so say what you stand for on your website and social content.





My last thought here is to consider adopting an ‘attract’ over ‘chase’ mindset. This means building a strong brand, developing a brand personality, sharing your story, positioning that content in front of your audience and opening up communication. Lead with integrity and in turn, attract engagement and loyalty.

I love the following websites .. they understand brand and beautifully deliver. There is not a salesy’ word in sight. Their visuals are spectacular and evoke a ‘feeling’ of clarity (depth of brand) 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. Disclaimer: I am in no way related to these businesses, I celebrate them, and showcase how ‘best’, ‘boss’, ‘dope’ and ‘king’ can look.

* click on their image and it will shoot you to their site(s) ..

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

Davaar is the farm, brand and brainchild of Kate Macdonald. Kate and her family farm in Te Anau, a rugged and beautiful landscape in the deep South of New Zealand, producing lambs and exceptional ‘strong wool’ which they partner to craft into a curated selection of beautiful New Zealand produced woolen wear.

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

An outstanding concept and visual display of imagery leading the show .. hinter your concept and site is stellar .. bravo bravo bravo.

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.