Campbell (CMN ’09) and Powszok (COM ’07) teamed up in 2007 to found Chicago-based Lakeshore Branding, which provides Web site design and Internet marketing services for small- to medium-sized businesses. What excites them about what they do is the ever-changing nature of the industry. “You have to maintain a constant pulse on what’s going on in the industry. It’s constantly changing and evolving, and we have to work with our clients to innovate the approach and strategy for their campaigns,” says Campbell, search engine optimization specialist, who adds that the public expects much more from a company Web site than it did five or 10 years ago. “They’re not looking for just a phone number and address anymore. They want to make a purchase, have a conversation and interact online.”

Powszok, Lakeshore’s creative director, says staying on the leading edge of Web design and balancing usability can be a challenge. “A great design has to maintain the delicate balance of conveying the company brand while focusing on converting your Web site visitors to sales. Another important thing is to figure out what are the trends and what are the revolutions. For example, a lot of people first thought social media was a trend, but it’s become a fundamental shift in the way we communicate.”

Great interview by Chris and Ryan from Lakeshore Branding in DePaul Magazine.