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The Mark Group - Branded Online (2,303 words)
Making the Web Creative Fit the Image
Making Boston Proper's Web site creative fit the brand was one of the biggest challenges for the new site. "When we looked at moving our brand image to the Web, we knew it wasn't going to work with a standard grid structure," recalls Hartzell, a 17-year veteran of the company. He knew creating something "seductively feminine," the brand's mantra, would require breaking some rules.