STAUFFER’S Creative Director on Great Design

Clients look to STAUFFER to build websites that operate on a high level and look good. “Looking good” can take many forms, but what looks good doesn’t always mean it’s appropriate for your target audience. 

We recently sat down with STAUFFER’s Creative Director, Ish Obregon, to discuss the factors contributing to finding the appropriate design for a client’s website. Ish is one of the key ingredients to STAUFFER’s award-winning formula to make captivating and engaging online experiences.

In this interview, Ish shares valuable insights and helpful hints on assessing client needs, incorporating design elements, and prioritizing solutions that drive engagement and action.

What’s the first step in assessing a client’s needs and deciding which design elements to use or omit for their specific needs?

Ish Obregon: “To begin, I immerse myself in the client’s brand guidelines and visual identity. I can reinforce their identity and create a cohesive visual presence by understanding their unique brand elements, such as color schemes, typography, and imagery. Additionally, I engage in ongoing consultation with the client, seeking their feedback and incorporating revisions. This iterative process allows me to refine the design elements according to their specific needs and preferences. A combination of client collaboration, research, UX considerations, adherence to brand guidelines, and iterative feedback leads us to the most suitable design elements.”

How does design impact the overall user experience of a website?

IO: “Design plays a pivotal role in shaping the user experience. It acts as a bridge between technology and human emotion, enabling us to create digital experiences that are efficient, functional, and deeply meaningful and engaging. Thoughtful and empathetic design has the power to evoke emotions, build trust, foster connections, and leave a lasting impact on users. It transforms a purely logical framework into an emotionally resonant and enriching digital experience.”

When prioritizing solutions for a business, how can they assess which aspects should take precedence over others?

IO: “Assessing priorities involves a three-tier approach. Firstly, it’s important to establish wide and long-term goals that outline the overarching vision and direction of the business. These goals help set the foundation for decision-making. Secondly, implementing mid-range service solutions that provide tangible value and address specific objectives is crucial. These solutions should align with the broader goals while addressing immediate needs. Finally, businesses can leverage short-term campaigns to engage with their audience, generate buzz, and foster immediate connections. This comprehensive approach allows businesses to strategically navigate the digital landscape, ensuring a cohesive and impactful presence across different time horizons.”

Thank you for your time, Ish.


Designing appropriately for any organization always involves assessing three things: the needs of the client, understanding the target audience, and balancing aesthetics with functionality. It is of the utmost importance for the final product of a client’s online presence to align design elements with their brand identity, create a seamless user experience, and prioritize solutions based on overarching goals/KPIs. By adopting these principles, Ish and the rest of the design team at STAUFFER continually elevate their clients’ online presence to make meaningful connections with target audiences that drive results.

Remember, just like an office or storefront, designing an engaging online experience within a website is a process that requires constant refinement, adaptation, and experimentation. Trends and fads may change, and you must adapt, but appropriate design principles will never change.

Did You Know...

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