Title

Creative Plumbing

Name

Loop-D-Loop

Challenge

Create a website that details just how designer-friendly Creative Plumbing is and to tout their back-end brilliance.

Concept / Copy

Just the copy.

Solution

Steve gave me total freedom to have fun. Thankfully, total freedom was in total line with the concept he created — total fun with total honesty about his total offerings. It was TOTALLY cool.

Testimonial

The computer can't tell you the emotional story. It can give you the exact mathematical design, but what's missing is the eyebrows.”

So said Frank Zappa. And that was my original web copy, precise, mathematical, all written in a style that only a robot could love.

Enter Emily. Enter eyebrows. Enter tone and voice, focus and clarity, perspective and direction, relevance and order.

Exit robots. Exit the 2,200-word explanation of exactly how something worked, exit the rambling rant on the true meaning of web development. Exit the 90 word sentences.

She polished the verbiage, nurtured the logic, and sculpted the presentation into the upstanding copy it is today. Problems were whupassed and left whimpering about life not being fair.

In other words I recommend her highly.

— Steve French, Alpha Geek, Creative Plumbing