Messaging and Design Bring Clarity to The Claro Group’s Brand

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The Claro Group emerged from a former Big Four accounting firm as a major international provider of economic and financial consulting services. Claro clients are law firms, governments, institutional investors and corporations in major litigation, antitrust disputes, and large-scale insurance challenges. Read more here.

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“Super Top Secret” Site of the Week

By Mark Ledgerwood
September 25, 2015
“Super Top Secret” Site of the Week

As I looked through the website of interactive design studio, Super Top Secret, I was struck by a couple of things—the site’s use of cutting-edge technology and its overall, dramatic presence. It is an engaging site with plenty of movement; a trippy mouse over effect on the homepage and a distinct writing style emphasized through very detailed case studies. If you want to know the how and the why of their work, they really deliver the info. This is the “proof is in the pudding” approach that we so often stress to our own clients—back up your brand with results, not with empty sales speak.

Super Top Secret’s approach to site design, while very cool, does lend itself to some unavoidable issues. The site feels a bit dark and foreboding. Additionally, viewing this site on anything but the fastest internet connections prove that the load times can be a little frustrating. The takeaway for our clients on these two things is to be judicious in our use of darkness. Yes, we want dramatic and forceful imagery, but without sacrificing warmth and approachability. And when it comes to bells and whistles, sure it's fun to have the newest and coolest effects, but balance between the wow and the now is needed. Users are impatient and many will bail if they don't get what they want now.