Jay Johnson has always liked to take things apart and see how they worked. When he was 13 years old, he discovered and downloaded a program called “Hot Dog Editor.” Five hours later, Johnson had built his first Web site. When combined with his love of art—he also spent some time dreaming about becoming a cartoonist—a career in web design was a natural fit. Johnson now works with FDG {Creative}, a full-service boutique marketing firm stationed in downtown Orlando, where he has contributed to a wide array of web projects, including the design of the recently relaunched WatermarkOnline.com.
WATERMARK: Web design is just one aspect of branding strategy. How do you ensure that a client’s online presence is integrated with the rest of their marketing?
JAY JOHNSON: First, we start be looking at what our clients currently have—logo, brochures, advertising—and use that as a platform for design concepts. Then, we listen. We work very closely with our clients to be their collaborative partners. Finally, after a great deal of research (and a little pixie dust) we deliver a Web site that reflects the cohesive design that the client wants as well as the architecture and navigation that the client needs in order to effectively and successfully communicate its credibility and product offering.
Obviously, you work in an extremely fast-changing industry. How does FDG keep on top of trends?
We’re constantly sharpening our skills by researching the newest web and design trends. We also attend seminars, webinars, and work closely with several large companies to ensure we’re on top of the newest trends.
It’s even more challenging for non-tech professionals to keep up—what is your advice?
The best thing I can recommend is to read blogs that pertain to what you want to focus on. If it’s technology you are looking for, check out EnGadget.com. If you want to keep up on the latest in web trends, check out ReadWriteWeb.com. If you’re looking for something that covers pretty much the latest in everything, try Digg.com. They’re all user-generated and the most popular sites that will appear on the home page letting you know what’s important. This alone will keep you in the know about the latest and greatest.
The LGBT community has a solid presence online—some major bloggers, strong activists, really active communities. Why do you think LGBTs have embraced this medium?
Right now it’s the only way they can get their voice heard. Most media outlets won’t devote a segment or section to LGBT news or even report on major events. It’s the best way we have to organize and be heard. In the future, the LGBT online scene will only grow with a more open-minded generation leading the way.
You partnered with Watermark for our relaunch of Watermark Online. What were some of the more interesting or challenging aspects of that project? What is your hope for the future of the site?
The most difficult task was planning how to go from a site that was updated once every two weeks, to being updated every day with relevant and informative news. Fortunately, with the proper planning and a great new online editor, I think we’ve accomplished this task with great success. I want to see Watermark Online be the first thing people think of when they want to know what’s going on in our community, what’s going on tonight, and when wanting to communicate with others.
What’s your opinion of the LGBT online scene in Central Florida, in general?
Quite honestly I think it’s lacking. At least I am not familiar with any sources other than Watermark to discuss LGBT issues for Central Florida. That’s why I think Watermark Online will be a huge success.
FDG {Creative} has donated some pro bono work for several years now, and your company recently began donating a portion of project proceeds to charity. Why do you think this kind of “giving back” is important to growing companies?
We have a program called the Greater Good Initiative where we will donate a portion of the profit from each project—either a 5% monetary donation or a 20% services in-kind donation. Some of the organizations we’ve had the opportunity to help include a school that specializes in students with autism, a home for neglected or abandoned children, and the Heart of Florida chapter of the United Way. We believe that helping the community is ultimately key to everyone’s success. The program has made a huge impact on not only our recipients, but also our clients.
What are some of your favorite ways to blow off steam? Are you a gamer, an obsessive blog commenter, or do you hide from the computer when you’re not at work?
When I’m not at work, I try to disconnect from everything. I find that cooking is a great way to clear the mind from the daily grind. I’ve also taken up photography and will go out and shoot just to relax.
