Designers

The strongest conventional site for a local business: clear, trustworthy and photo-rich.

Plain, warm and assured: short sentences a receptionist would say, no marketing gloss.

A contemporary, uncluttered site: modern type, strong layout, warm photography.

Clear and confident: short lines, facts stated simply, a little warmth.

A welcoming neighborhood business that people feel at home with: soft, bright and kind.

Kind and reassuring: talks to a nervous first-timer like the kindest person on the staff would.

A fine old inn on a leafy street: settled, generous, quietly luxurious.

Gracious and a little formal, like a good host: unhurried sentences, a touch of old-fashioned courtesy.

The town's green side: airy, botanical, calm and natural.

Calm and plain-spoken, few words, a lot of air; reassurance by understatement.

An editorial page like the best story in a good local magazine.

A headline writer's: crisp, witty when it fits, every heading a little story or a turn of phrase; captions that tell you something.

A beloved shop on the main street: painted sign, awning, a window you'd stop at.

The shopkeeper behind the counter: direct, warm, a bit of humor, the way a neighbor talks.

A clean, modern business in an old town, with one traditional touch.

Precise and assured: short declaratives, facts stated plainly, nothing gushing.

The business through the people it looks after, told in photographs.

Personal and warm, in the first person plural, about people and moments rather than procedures.

A 1920s jewel box: geometric ornament, fine metal lines, deep jewel colors.

Polished and quietly witty, with an air of occasion; short lines that could be engraved.

The town as a place to explore, in the spirit of the old national-park posters.

An enthusiastic local guide: plain directions, small discoveries, encouraging.

A beautifully made children's book that parents love too.

A good bedtime story read aloud: warm, simple sentences with a little rhythm, never cutesy.

1960s optimism: geometric shapes, mustard, teal and tomato, cheerful and designed.

Breezy and upbeat, like a classic print ad: short, bright, a little charming.

Warm, golden and relaxed: rounded type, rainbow arcs, sunlight everywhere.

Laid-back and kind, plenty of reassurance, a smile in every line.

Built like a well-made object: primary shapes and colors as structure, a strict grid.

Direct and economical: every word earns its place, a dry bit of wit allowed.