When branding is done well, the words and the art should complement one another. Each side should be influenced by central ideas that form the core of the brand. When we partnered with Blue Sky Events, we made sure that all the copy on their website and other collateral matched the sleek, professional, dream-like visual branding we’d created for them. The tone of voice on their website is finely tuned to represent the creativity, expertise, and friendliness embodied by the company. Using those ideas to guide the composition of the site, we helped ensure that the brand stayed as cohesive as possible, maximizing both ease of use and brand trust at the same time.