Early on in the design process, we established three tenants for the SoulBuffalo brand: immerse, influence and impact. The site leans heavily on travel photography to showcase the beautiful locations SoulBuffalo visits and the problems they’re confronting – balancing between inspiration and confrontation. Prominent, descriptive headlines and subheads make it easy for busy executives to skim the site and still come away with a clear picture of SoulBuffalo’s value proposition. The color palette is light and airy to allow the photography to stand out. A cheery sunflower yellow is used for all buttons, making it easy for visitors to take action.