No More Trench coats and Fedoras
If you’ve ever had the need to hire a private investigator, then you may have noticed what we did when conducting our market research – the industry feels just a little bit seedy in the way it represents itself online. It’s all very dark!
Skidmore and Stewart wanted to be the antithesis of the stereotypical trench coat and fedora-wearing investigators found on 9 out of every 10 PI websites. With that challenge, we got to work.
Stepping Out of Darkness
With a desire to showcase the brand’s professionalism, our design choice was to use vibrant, well-lit photography highlighting professionals – both clients and the employees of the agency itself. While we always prefer to use real photography, this project required the use of stock imagery due to the discretion required within this industry.
A key component of the decisions we made in the site’s language was based on empathy. We identified many client fears as it relates to hiring a private investigator and we constructed a communication strategy to ease those fears.
The key to any great web design outcome is working closely with the client. Kevin Stewart, Skidmore & Stewart’s VP of Finance and Business Development, is highly-driven and had a clear sense of how he wanted to differentiate his brand and he did an amazing job of teaching our team the nuances involved with the world of private investigation. The completed project is a true collaboration that saw many iterations through the design process.