The Version 3 Beta of my portfolio site, AsymptoteDesign.com has been live for almost 2 months now, and I am hard at work on a finalized third version of the site. ‘Version 3 Beta’ was mostly a joke because in the Web 2.0 world, everything has a beta version for some reason, but it was also a way for me to quickly get up some of my new work with good HTML/CSS while at the same time getting rid of the crappy, two years old 2nd version of the site.

Re-Branding is a scary thing to do because you need to create an all new look, while at the same time not alienating everyone who knows your old brand (which wasn’t hard for me since no one knows my site haha). But going into Version 3, I knew it was time to re-brand my image. I have had the same exact look since 2003, and I designed it when I really had no idea about good design or what branding even was. So I started my re-branding by making a list of all the things that I didn’t like about my current image. Top of the list was the white backgrounds that took up 90% of the screen in the first two versions. My branding for the last 5 years was essentially straight out of the 90s GAP khaki commercials and Apple’s Switch campaign (If the Switch campaign brought the name Ellen Feiss to mind, you are a HUGE nerd…don’t even say she wasn’t super hot).

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