We wrote the content for this site carefully, choosing words that would resonate with men and being careful to avoid phrases or terms that Jill’s potential clients would feel uncomfortable with. We created a tone for the site’s content that matches Jill’s direct and open tone.
We then began working on developing the site; collecting images that reflected Jill’s clients and that would resonate with the people she wanted to reach, and selecting colors and fonts that fit with the site’s goals.