Identity on the Web – You know who you are.

Since 1995 when we were first trying to interest corporates in the potential of the web, we found that having honed their identity and approach over years (in one or two cases, centuries) of presentation in conventional media, they didn't believe in what others were telling them about some completely different approach needed on the web.

Just because it was possible to deliver cartoons on the web, doesn't mean it was the most appropriate way for a respected London law firm to represent themselves in the new medium – trust us, we've seen it tried.

Organisations have to be themselves on the web, just as everywhere else. How else to develop and promote brand confidence?

Fashion (turn to the left...)

It's interesting to see how so many styles, fashions and approaches in web design have been and gone in so few years.

Established standards, and elegant simplicity still hold sway – they remain the most efficient, persuasive and professional way of getting your message across.

Now, we might be using DHTML, XML, CSS, PHP, CMS or dozens of other odd acronyms to deliver that story, but neither you nor your customers want to care about that. And site users most certainly don't want it to take up their time.

People don't want to wait for 30 seconds to download a Flash movie – honestly, they don't, as demonstrated in countless web usability studies. Broadband notwithstanding.

Like most outfits in the business we have kept fully up to date with the new technologies, and that's what we will deliver if a client insists, but we'll be completely candid about its likely effectiveness.

If it fits, use it - but don't be driven by it, because no-one will be impressed.