Engaging—inviting the reader, even as they swim
in the sea of competitive distractions.

Evocative—Playfully capturing not only the attention,
but, through combinations of poetic and narrative
technique, accessing the imagination of the reader.

Effective—reaching the reader where
they are, leading and encouraging them
to journey through the project to the
destination point of a simple
“Yes—I see the point of this thing,
and I want to do something about it.”