About Us

You've spent a lot of time learning about marketing. Trying to understand the latest trends. The latest technology. A lot of crazy, frustrating, and hair-pulling time.

That's where we come in. Or Humans really. They are the one consistent factor in marketing that hasn't changed for - well a really long time. And considering that recent research reveals that we base over 90% of our decisions (including whether to buy from you) on emotions - then spending some time learning about emotions makes sense.

Learn more about the science of emotions. And how we incorporate them into emotionally-smart websites.


Helen Eichel, Web Designer & Relentless Student of Human Behavior

Fascinated With Why

I’ve always been curious with why people do what they do. Maybe because as the oldest of 6, it was in my best interest. Convincing my brothers to help me clean the basement was a challenge. And an experiment. I observed. Made hypotheses. And tested. And tested some more. I tried all sorts of tactics. Some worked. Some didn’t. But I was patient, and enjoyed the challenge, even when it meant I sometimes ended up cleaning the entire basement on my own. So I headed off to study psychology and officially learn "why we do what we do". But that was just the start..

The Perfect Fusion

Besides being fascinated with human behavior, I’ve always been drawn to draw. And create artwork with meaning. Then I discovered there was a field called "graphic design" where I could be creative. And draw. And even work at home, if and when I had kids of my own. So, I rushed off to study and become a graphic designer. And as it turned out, I did have kids. We had to up-root our home a number of times, but I was able to do graphics and stay at home with them. Sometimes even convince them to help me clean the basement - it was perfect!

Art & Science Converge

And during that time and up to now, I have combined my love of craft and design, with my fascination of the mind. For almost 20 years, it has helped us help business owners and marketers delve deeper into their marketing undertakings by wisely applying cognitive and behavioral findings. In particular, we mindfully interweave and apply emotions into branding and marketing strategy. Recently a number of studies have concluded that marketers, brands and companies benefit financially by making emotional connections. These results include benefits to B2B brands, in large and small organizations - whether the marketing message is on a mobile device, in a magazine, or on Youtube. Before starting any marketing project, we believe it makes good sense to have a good understanding of emotions, values and motivations, and how they can be incorporated.

Optimize Your Persuasion

If you’re a business owner or marketer, and you’re stuck with a brand or website that blends in with all the other brands and websites, we can talk. Maybe even do some creative exercises. No, we wouldn’t ask you to clean the basement. :) But, we can help you tackle your equivalent of "convincing someone to clean the basement", whether that's convincing someone to purchase your product or service, donate money, or invest time. For starters, we conduct on-site web and branding workshops for national organizations, educational institutions and businesses of varying sizes, and if requested, on behalf of marketing agencies. We then combine the latest cognitive research, design fundamentals and wisely selected technology that makes sense, so your products, services, website and brand stand out, and attract customers and business.