Spotlight: ArrowBright Design & Marketing

Recently, at Improving Communications, we expanded with offices in the UK and Ireland. When we wanted to establish our online presence, we approached our trusted designer, ArrowBright Design & Marketing. They help businesses create websites and provide ongoing design and marketing support after the launch.

Today, let’s delve into Rayna’s journey, exploring her background and the evolution of ArrowBright Design, the entity through which she breathes life into captivating web designs.

1. Who are you, and what do you do for Improving Communications?

I’m Rayna Diane Hennen, I am a web and graphic designer. Currently, I am working with Improving Communications to create the online presence for their US, UK, and Ireland websites.

Rich and I have known each other for years and got back in touch over our shared interest in motorcycling!

2. What is your background? How did ArrowBright Design come to be? 

Design is the organization of information to convey a message. I’ve probably always been a designer. From my small NY bedroom growing up to my first job at a library, I have always organized–even keeping my clothes in my closet in order by sleeve length and color! It may sound like what we often joke about as OCD, but it makes everything easy to find because I can see what I am looking for immediately. That’s what design is about.

I’ve always loved photography and have a degree in it. This has helped me to choose good stock photos, as well as edit and retouch photos, which is always fun. I’ve used my photography on websites before and want to do more of that in the future.

When I first started working for myself, I operated under a different name – Good Fortune Design Studio – which I liked, but it never really felt like it fit my web design business. About 2 years ago, I wondered what would happen if I changed my business name. The name ArrowBright Design & Marketing popped into my head, and I bought the domain name the next day! I then began the process of moving everything over to that name.

I really think the name ArrowBright is so much better for a Design and Marketing business. Arrows are streamlined, sharp and targeted. Bright is luminous, reflects light and stands out. These are things you want for your design and your marketing!

3. What are your favorite types of projects to work on? Why? Are there any particular industries or design styles that you enjoy working with?

I really like projects that are a mix of learning something new and using what I know. That is the foundation to make something great and a challenge to keep you focused and help you grow.

Website redesigns – the digital version of the “DIY house flip” show! – are probably my favorite. I get to see where a client has been, find out where they are now, and create a visual representation of that to help move them to the next stage of their business.

This year, two clients I previously worked with returned for redesigns after 12 years, which was exciting. Clearly I did something right–they came back, which felt great! Their websites needed updating due to changes in site-responsiveness and design aesthetics. One client had also shifted her services, requiring an updated site to showcase the changes. It was also cool because I got to see how far I had come as a professional designer as well as how much technology had changed.

4. Tell us a little about your design process. What is a typical workflow, from initial client consultation to final product delivery?

All my projects start with discovery. This involves understanding the client’s business, goals, clients, and what they want to achieve through the website. If clients have design briefs from a branding session, I read them and then have a call to align our understanding.

Next, I create a rough pencil sketch to visually brainstorm my ideas. This quick session helps prevent me from trying to make things too perfect and possibly getting stuck on something that might not work. Then, I use a program like Photoshop or Figma to develop the mock-up for the client, which often involves some revisions before final approval.

The next phase is development, where I typically construct websites using WordPress, although I also utilize other platforms. This phase involves coding, page layout with content and images, as well as SEO (search engine optimization). After a QA process with the client we launch!

Once the site is launched, I cannot emphasize enough how important it is to put it out there. That is where the marketing comes in. A lot of time and effort goes into websites and no one is going to visit if nobody knows about it!

Rayna’s favorite projects truly showcase her design philosophy, which combines organization and creativity. Her careful design process, from the beginning to the final product’s launch, shows her dedication to understanding clients’ needs and turning them into visually appealing online experiences.

Rayna’s focus on not only creating but also promoting websites serves as a reminder of the all-encompassing approach required for a thriving online presence. We thank Rayna Diane Hennen of Arrow Bright Design & Marketing for sharing her thoughts on design and marketing, and for explaining the details of her creative process.

If you’re looking for ways to improve your overall communication skills, register for one of our upcoming public classes in NYC.

Spotlight image courtesy of Jorge Franganillo on Flickr