This is a special blog post contributed by Cat Geras, Consulting Associate at Cultivation Center
To be simple or not to be simple. A recent article raises concern over how the language of business has turned into a ‘linguistic barbarity’. Various trends, attractions, and adaptations have evolved over time into a ‘gobblefunk’ of new words that has taken a toll on how we communicate. There is a fine line where, instead of being informative, word hybridization becomes esoteric. If we slim down the complexity of how we communicate to certain clarity, then perhaps we will become more meaningfully connected and, well, simply understood.
“ Simplicity is subtracting the obvious and adding the meaningful”- John Maeda
As Cultivation Center redesigns its website with help from One Thousand Design, we want to be straightforward with our message and our brand. A challenge for us is that, with such a multifaceted business, it feels counterintuitive to go against what our progressive peers and innovators have trended toward- new word combinations that seem to do justice for new kinds of work. How do we embrace creativity but avoid jargon to clearly convey what we do and what we stand for? While drafting various sitemaps, wireframes, and content we’ve come to realize that the mastery of simplicity is in fact far from simple. When people land on our new site we want them to get the information they need- the less distraction the better. We want our website to set people on a short path to come face-to-face with us, where true connection can happen.
Through our redesign process, Cultivation Center is gaining insights into how we choose to communicate and thus develop our brand. There is no need for us to overcompensate with, or hide behind, a fancy new word for what we do. If our community can access the resources they need from us, then we know are on the right track with our newly designed website. We hope you’ll think so too. Stay tuned for our website roll-out, coming your way soon!
We’re curious. How would you describe Cultivation Center’s work and services?