The .xyz community is home to many accomplished creative businesses. Atlanta-based media company Offbeat.xyz is aimed at creating media for the digital generation, with clients such as McDonald’s and Netflix. Germany-based type design studio NaN.xyz strives to deliver projects with purpose for clients including Google and Virgin. Creative agency ArtsandLetters.xyz works with a client roster of world-renowned brands like Google and ESPN. In this week’s #WebsiteWednesday, we’ll introduce you to a branding and web design business with a unique specialty in craft beer marketing: PerfectEvolution.xyz.
PerfectEvolution.xyz is the online home of Perfect Evolution, a branding and web design business that strives to create engaging and informative experiences for its clients. Founder Marcus Ohanesian has been running the Massachusetts-based business as a portfolio and agency for his creative work since 2001. Marcus currently works for eCommerce solution provider Trellis, and has been the Design & Marketing Manager for Timberyard Brewing Company since 2018. Marcus started out in 2008 as a graphic designer for Spreadshirt, and has gained experience from various roles in design and project management throughout his career. In addition to his varied portfolio of creative projects through Perfect Evolution, he is developing a niche in design for breweries and craft beer. As he claims on his website, this background is what helps Marcus to design a standout brand that can make his clients discoverable by more customers.
Since beginning his creative work with PerfectEvolution.xyz, Marcus has worked with an assortment of clients to help them design their branding and create user friendly websites. Marcus is responsible for the newly developed website for non-profit organization Ninety to Zero. The organization, whose mission is to advance racial equity by growing Black talent and investing in Black businesses, now has an easy-to-navigate, informational WordPress website that can help to spread their message. Additionally, Marcus designed a new logo for Worcester-based plant boutique Seed to Stem. Marcus has also designed the branding and developed a Shopify store for BoxBuddy, a wholesale retailer of packing boxes and wooden pallets.
When Marcus began working with the Massachusetts-based Timberyard Brewing Company, he started developing his niche in craft beer. As he states on his website, “Each craft beer brewing project Perfect Evolution takes on combines the best of what I’ve learned from 20 years of visual marketing with lessons from the taproom floor.” In June 2022, Marcus was a guest on the GoWP Digital Agency Owners podcast and shared his knowledge about the distinctions between branding and marketing, and specifically what branding means in the craft beer space.1 As he explains, branding is more than just a logo. It can also be the tone of voice used in your website copy, the imagery on your website, the packaging of your beer, and the design of your merchandise. It can even include the music selections at your breweries. He explains that branding involves every component that can leave a lasting impression on customers. For Timberyard, PerfectEvolution.xyz developed a full brand strategy and an appealing new label to help Timberyard launch and successfully pivot to offsite distribution in the midst of the Covid-19 pandemic. PerfectEvolution.xyz also designed the brand’s Dry Irish Stout can as well as their Oktoberfest can. Additionally, Marcus has worked with Craft Beer Professionals, a national network dedicated to the growth and betterment of the Craft Beer industry. PerfectEvolution.xyz designed a new logo for the organization which paired nicely with the white, black, and yellow color scheme of their website.
Back in 2015, Marcus upgraded his domain from PerfectEvolutionStudios.com to the shorter and more memorable PerfectEvolution.xyz. Marcus really enjoys the memorability of his .xyz domain. As he explained to us, “I chose to buy a .xyz domain because abc.xyz (Google) uses it and my brand name was available. It’s super easy to remember and is a bit different than the typical legacy domain.” We anticipate many more brands to be skillfully marketed by Marcus and his team. To learn more about this design business and view more work examples, you can follow along on Twitter, Instagram, Facebook, and LinkedIn, and you can visit PerfectEvolution.xyz.
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