A performing arts tech expert (yes, that’s a real thing) wanted to expand his practice.

When david allen heard about Sherwood Fellows through another client of ours, he was sold on our process. But we had a lot to learn about his area of expertise. I dove into research to understand the intersecting fields of performing arts software, responsive sets, and custom interfaces.

Customer Segments and Website

After writing one of my favorite brand manifestos ever (you can read it here!), I generated an in-depth creative brief that outlined four audience segments, profiles of potential customers, and brand voice guidelines.

I created a preliminary web map and stripped-down wireframe for the preform.io website, then wrote product and service copy for the site.

This presented a challenge for me at first; my experience writing for nonprofits often led me to softer, more “expected” language. david pushed me with fantastic feedback to lean into his rebellious, boundary-pushing brand. I’m so grateful for clients who know their needs and sharpen my skills.