2 3

BUILD | SECONDFORM.COM

At Second Form, we believe opportunity would be limitless if we could empower everyone with

technology, without technology getting in the way.

Welcome to our world.

WE HAVE THE POWER TO MAKE

A DIFFERENCE.

4 5

#

LET’S MAKE THE WEB EFFORTLESS, TOGETHER.

Simplicity is about subtracting the obvious and adding the meaningful.

John Maeda

We help people build, improve, and support websites and apps.

We build websites and apps that

make businesses faster, improve

user experiences to increase

performance, and support

technology so customers are never

let down.

Build

Improve

Support

6 7

IMPROVE | SECONDFORM.COM

Half of my website works. I just don’t know which half.

You’re ready to increase the performance of your website or app. But you

might not know where to start. Or worse, you might have doubts that the

direction you’ve taken isn’t getting the results you were expecting.

Improving how your website or app works doesn’t always have to be scary or

involve a costly redesign from the ground up. We’ll help you improve your user

experiences strategically, without guesswork.

We’ll help you improve your user experiences with our design framework, Active Design.

UNPACK

Design with people, for people.

We get in the middle of the problem so we can unpack it first hand. We’ll

engage with your users, key team leaders, and other team members to

experience the user journey, unpack information architectures, and sketch

high-level concepts to visualize the problem.

UNDERSTAND

Build a roadmap for growth.

Ideas are a dime a dozen. Good ideas, the ones you need, are formed from

a clear understanding of the problem. We’ll prototype concepts with you

quickly, finding the optimal path for growth. Moving quickly means rapid

iterations and close collaboration.

UNLEASH

From process to progress.

You can’t learn to ride a bike by reading a book. We’ll validate solutions

through user testing. After launch, we’ll collect user data to fuel insights for

continued improvement.

[Design] is not just what it looks like and feels like. Design is how it works.

Steve Jobs

STRONGER PERFORMANCE.

!"#$%&'($)*+,-

.$//'%0'1/2%*'0%31$%"'4

56(%03)7*+,-%"'4%

!+($%+&%4#8%

!"#$%&'($)*+,- .'($%9+2$'& .'($%9+2$'& !1$,2+,-%',%!0+))$1

70,13656(%03)7*+,-%"'4%

56(%03)7*+,-%"'4%"'4%:,'0%

56(%03)7*+,-%"'4%%

;$734&$

)*+&%9+2$'%+&%30$&'($%

!"#$%&'($)*+,-

.$//'%0'1/2%*'0%31$%"'4

56(%03)7*+,-%"'4%

!+($%+&%4#8%

!"#$%&'($)*+,- .'($%9+2$'& .'($%9+2$'& !1$,2+,-%',%!0+))$1

70,13656(%03)7*+,-%"'4%

56(%03)7*+,-%"'4%"'4%:,'0%

56(%03)7*+,-%"'4%%

;$734&$

)*+&%9+2$'%+&%30$&'($%

!"#$%&'($)*+,-

.$//'%0'1/2%*'0%31$%"'4

56(%03)7*+,-%"'4%

!+($%+&%4#8%

!"#$%&'($)*+,- .'($%9+2$'& .'($%9+2$'& !1$,2+,-%',%!0+))$1

70,13656(%03)7*+,-%"'4%

56(%03)7*+,-%"'4%"'4%:,'0%

56(%03)7*+,-%"'4%%

;$734&$

)*+&%9+2$'%+&%30$&'($%

8

BUILD | SECONDFORM.COM

9

Build powerful web technology to make your business faster.

From prototype to launch, we work with organizations to seamlessly fit

their digital strategy with powerful web technologies. Our team is focused

on helping you accelerate your business by delivering beautiful digital

experiences that pack a punch.

With Drupal and other open frameworks, we deliver powerful websites and apps.

When you combine Drupal with

other open frameworks, you have a

solution stack that delivers on any

digital challenge you can throw at it.

Marketing websitesCustom business

workflows and systems

Technology integrations and data management

Community websitesE-commerce systems

Automation systems

Drupal is a free, open-source web

development platform for online content

and user communities. Drupal runs over

a million sites, including

WhiteHouse.gov, World Economic Forum,

Stanford University, and Examiner.com.

Bootstrap is the most popular HTML, CSS,

and JavaScript framework for developing

responsive, mobile-first web sites.

Sass is the most mature, stable, and

powerful professional grade CSS

extension language in the world.

jQuery is a fast, small, and feature-rich

JavaScript library.

AngularJS is a structural framework for

dynamic web apps.

Grunt is a task-based command line build

tool for JavaScript projects.

BUILD | SECONDFORM.COM

ACCELERATE YOUR BUSINESS.

10 11

BUILD | SECONDFORM.COM

Out of the box thinking with an in the box framework.

People engage with us to help support the digital experience of their

organization by creating website features you can’t get out of the

box. To make this fast to build and easy to maintain, we use Drupal.

The flexibility inside Drupal allows us to design everything from

marketing sites to enterprise applications.

Considered one of the most flexible and powerful content

management frameworks (CMF) available for developing complex

enterprise websites, Drupal wasn’t originally conceived as a CMF.

The system’s founder, Dries Buytaert, wrote what would eventually

become Drupal as message board software in 1999 while attending

the University of Antwerp. It wasn’t until 2001, when Buytaert

founded the Drupal open source project, that his software took on its

current name and iconic “drop” mark.

Drupal is perfectly suited for building highly customized, easy content

management solutions. Based on Drupal’s open and modular architecture,

complex websites and features can be rapidly developed, saving time and

money. Drupal allows us to harness the power to accelerate your business.

We partner with Acquia, a SaaS company cofounded by Drupal’s creator,

Dries Buytaert, that provides enterprise level hosting, services, and technical

support for Drupal.

Acquia was named the Fastest Growing Private Technology Company in

North America by Deloitte in 2013, and remained on the list in 2014. Gartner

recognized Acquia as a Leader in the 2014 Gartner Magic Quadrant for Web

Content Management and a Strong Performer in the 2015 Forrester Wave for

Web Content Management Systems.

A Drupal install gives us a lot of velocity right from the start.

Second Form team member, Ian Sholtys

The advantages of Drupal

Flexible architecture. Highly

customizable to your exact business

requirements.

Open data. Drupal works with other sites

via RSS, RDF and other standard data

formats.

Enterprise class security. Drupal’s

security system is trusted by

whitehouse.gov and many other

government organizations.

Expandable. Adding features can be as

easy as plugging in and configuring a new

module.

Easy management. Manage content

easily by internal teams.

Open development. Drupal’s open-

source license and well-documented API

remove all limits.

Accelerate development. Reduced

development time and costs means

faster delivery.

Rich community. Drupal is supported by

thousands of developers throughout the

world.

Georgia.gov completed its design and

migration of 55 sites to the Drupal

platform and is estimated that the

move to Drupal and Acquia Cloud will

generate a savings of $4.7 million over

the next five years. Also, the move to

cloud hosting will allow Georgia.gov

to free itself from managing at least 20

servers.

DRUPAL EVERYTHING.

12 13

SUPPORT | SECONDFORM.COM

We support your technology systems so you never let users down.

Your users rely on you to deliver. We offer support for LAMP technology

stacks, Drupal, and Django so the systems you rely on don’t fail. If the

unforeseen happens, we’ll be there to support your business.

NEVER DISAPPOINT.

Technical support offerings

Server maintenance and troubleshooting

SSL certificate installation and upgrades

Ubuntu server upgrades and

configuration

Apache configuration and upgrades

MySQL configuration and upgrades

PHP configuration and upgrades

Drupal support offerings

Legacy system to Drupal migrations

Drupal core and modules updates

Drupal security updates

System configurations and maintenance

Data backups

Website maintenance

Hosting migrations

14 15

An inexperienced observer sees everything in a picture; the experienced one sees even the things that are missing.

Rastko Ciric

GET STARTED.

16 17

GET STARTED | SECONDFORM.COM

Here’s how we’ll design together.

Creating the perfect software design plan is impossible. Why? The reality is,

challenges and new ideas will materialize as you design. Change is inevitable.

Sometimes when the unexpected happens, it changes your roadmap. So if you

attempt to plan everything up front, you’ll be locked into a direction that could

have limited returns.

There’s a better way to design websites and apps. One that’s iterative,

flexible, and much more collaborative. We moved to this model a long time

ago to deliver higher value for our clients.

Our approach to software design is based on the Scrum methodology.

Scrum involves specific roles, artifacts and events that we’ll go over before we

begin. All you need to know now is that Scrum allows us to deliver working

software on a regular basis, the space to continually assess what your

business needs most as we go, and the ability to improve our collaboration as

it continues.

Your first step—Our design workshop

1 2 3

We operate under the principles of the Agile Manifesto

Our highest priority is to satisfy the

customer through early and continuous

delivery of valuable software.

We welcome changing requirements,

even late in development. Agile

processes harness change for the

customer’s competitive advantage.

Our team delivers working software

frequently, from a couple of weeks to a

couple of months, with a preference to

the shorter timescale.

Business people and developers must

work together daily throughout the

project.

It’s critical to build projects around

motivated individuals. Give them the

environment and support they need, and

trust them to get the job done.

The most efficient and effective method

of conveying information to and within

a development team is face-to-face

conversation.

Working software is the primary measure

of progress.

Agile processes promote sustainable

development. The sponsors, developers,

and users should be able to maintain a

constant pace indefinitely.

Continuous attention to technical

excellence and good design enhances

agility.

Simplicity—the art of maximizing the

amount of work not done—is essential.

The best architectures, requirements,

and designs emerge from self-organizing

teams.

At regular intervals, the team reflects

on how to become more effective,

then tunes and adjusts its behavior

accordingly.

YOUR PATH TO GREATNESS.

Goals for your design workshop

Unpack your business values and goals

Understand your user needs/desires

Create hypotheses and outcomes

statements

Create personas to serve as user targets

Create user stories and link them to the

hypotheses and outcomes

Create high concept user flows in low-

fi prototypes to synthesize the user

experience and technical requirements

Assess and recommend a technical

solution

Present the plans and price for the

features described in your user stories

Plan the start date for the first sprint

18 19

To push the boundaries, you need to know where the edges are.

Mark Boulton

WHY SECOND FORM?

20 21

WHY US? | SECONDFORM.COM

We get up in the morning because we’re the crazy folks who still, after so many years, love what we do.

We work with people that we call friends because we believe that honest-

to-goodness relationships are what move businesses, including ours,

forward. We begin every conversation by listening because we know that

there’s always more than one way to get things done. We create compelling

digital experiences because the world doesn’t need another cold and lifeless

website. We strategize with our heads and design with our hearts because the

combination delivers work that works.

Why partner with Second Form?

We’re passionate about business.

The entrepreneur spirit is in our blood.

Creating market leading, competitive

advantages is our focus.

We’re dedicated to people. We know

people make all the difference, whether

it’s your customers or employees.

Ultimately, everything we do is to serve

them.

We use design and technology to

empower your business. Design and

technology allows us to solve challenging

problems while embracing constraints.

He’s an adrenaline junkie but blood

makes him faint. He’ll sing if you ask

him nicely. He’s still learning how to be

a soccer player, but he’s a pro at being a

leader. And he’s successfully led his team

to design experiences and tell stories on

behalf of big brands for over 10 years.

Stephan Barrett

She’s a human calculator with a freaky

photographic memory. She’s a great

baker. And she’s done more in her career

than she ever thought possible. But

she just recently achieved her greatest

accomplishment, her beautiful son, Liam.

Kelly Dassing

He’s good in the kitchen but doesn’t

like to try new food. He’s passionate

about computer graphics beyond the

pretty pictures. He’s a self-proclaimed

pixel policeman. And as our Production

Manager, his server is more powerful

than your server.

Ian Sholtys

He buys video games and doesn’t play

them. He listens to Madonna and isn’t

afraid to admit it. His cooking skills are

questionable. But his interactive skills

aren’t – he develops responsive features

and writes flex sliders to a whole new

shade of cool.

Chris Aram

He’s a travel junkie with the guts to

jump out of a plane. He’s a natural born

storyteller. He was a filmmaker in his

former life. And he even starred in one

– a reenactment of Raiders of the Lost

Ark in his childhood neighborhood. No

autographs please.

Bryan Thomas

He can easily drink over 8 cups of coffee

a day. He still writes fluently in Chinese.

But he codes in just about every language

ever developed. Oh, and he only checks

his Facebook once a year. Wait, HE ONLY

CHECKS HIS FACEBOOK ONCE A YEAR?!?

Glenn Chen

The Second Form teamOUR WORK SAYS A LOT ABOUT US.

22 23

WHY US? | SECONDFORM.COMGet started.

Design is the discipline of creating value where it currently doesn’t exist.

Whether you’re crafting a tweet, film, product, or communication strategy,

design seeks to add significance to the substance of the medium for people.

Design embraces constraints, which often fuels creativity to seek out the best

outcome possible. Second Form is a design-driven company. We use the tools

of design-thinkers—observation, imagination, and configuration—to find new

ways to solve old problems. We believe this approach creates best-in-class

digital products and services for users.

Which project is my favorite? The answer is always the same—the next one.

Sohrab Vossoughi

Founder Ziba Design

The tools of design thinkers

Observation

In order to understand an audience,

environment, or user, the design thinker

must watch and listen in a way that’s

responsive to the subject and in their

environment. The insights gained in this

fashion will enable the design thinker

to create new levels of knowledge

about a specific challenge, leading to a

transformative solution.

Imagination

Design thinkers programmatically hone

their imagination into a powerful tool,

comprised of inference and testing

loop. When faced with inconsistent

information found through observation,

inference is the hunch to explain the

reasoning behind the data without

statistically significant proof. The design

thinker tests the breakthrough inference

by producing a prototype and observing

whether it operates as desired.

Configuration

Configuration is the act of translating

an idea into an activity system that will

produce the desired business outcome. In

other words, this is the integration of the

new idea into the design of your business

to achieve a result that the current design

of the business could not produce.

FOCUSED ON EXPERIENCE.℠

24 25

Case story: Celebration Health Assessment

The ultimate health experience.

Celebration Health Assessment (CHA) is part of Florida Hospital, the number

one ranked hospital in Florida. Their business is brilliant—a holistic and

personal approach to wellness that targets the mind, body, and soul for

Fortune 500 executives. The results are immediate and the experience is

unlike any other doctor’s office visit.

The doctor is in.

When we peeked behind the scenes at CHA and listened to their patients,

there was a universal theme. It wasn’t about the state-of-the-art technology

or the resort-like atmosphere. CHA is a place of empowerment. Execs visit to

feel their best so they can perform at their best. These are the values we used

to bring the campaign to life.

Success first. Health never.

Executives on top of their game have

one thing in common, they neglect their

health. It takes time to visit the doctor

and they simply don’t have it. They push

through aches and pains, which leads to

bigger trouble later in life.

High Performance.

Because the strategy was about patient results over quality of care, we

focused on the CEO at the top of his game. We crafted the story around the

feeling of optimal health, the success-with-no-limits place we could take

them to when they were at their absolute healthiest. Paired with a simplified

menu of offerings and explanation of the program, not even the busiest CEO

could resist.

The results are in the patient. Not the

quality of care.

The CHA campaign strategy.

VIEW WEBSITE

WHY US? | SECONDFORM.COM

26 27

WHY US? | SECONDFORM.COM

Case story: Smile Expressions

Designing a different dental experience.

There are far fewer things people look forward to less than a dentist

appointment. That big chair. The dreaded drill. The gurgling and grinding and

shiny sharp tools coming at you. But in a bright, cheerful office in Orlando,

there’s a group called Smile Expressions who refuse to believe it has to be this

way.

Facing fears.

This story is a tough one to change. Dental fears and big chair horror stories

have been around for a very long time. Images of stark white coats and scary

instruments fill the heads of patients almost instantly upon scheduling an

appointment.

Flipping the script.

The experience isn’t about the chair, the

drill, or even the procedure. It’s about

the patient. When the patient comes

first, comfort comes standard. Education

leads. And fear melts away.

Something to smile about.

From the moment you arrive on the homepage, Smile Expressions feels

different. The story begins at the movie theater, giving visitors a unique first

impression. We achieved this with a custom photo shoot and then designed a

fun environment that is about happy experiences, not cavities and extractions.

And we connected the concept with copy, giving Smile Expressions its own

brand language.

Take the focus off the chair, and onto

the patient.

The Smile Expressions campaign strategy.

VIEW WEBSITE

28 29

WHY US? | SECONDFORM.COM

References

Chris Turck Owner, Hart & Huntington Orlando

407.493.6837

chris@hartandhuntingtonorlando.com

Marjorie Suddard, Co-founder, Motorsport Marketing

386.239.0523

marjorie@grassrootsmotorsports.com

Ben Yonge President, EquityPro

407.203.6860

ben@equitypro.com

Stories from our clients

I did my homework when it came to

researching who would be the best

company to design and develop our

website. I was looking for a creative

team with plenty of experience in

website design, brand development, SEO,

strategic marketing and most importantly

great communication skills. I found all

of those qualities and more with Second

Form. Our brand message is clearly

communicated through our site while

allowing customers to find us with ease.

Thanks to the team at Second Form, Hart

& Huntington Tattoo Orlando continues

to be an industry leader!

Chris Turck

Owner Hart & Huntington Orlando

We have been working with Second

Form for over two years now, and the

experience has been very positive. We

have found Stephan and his team to be

very responsive to our needs, and very

communicative, so that it truly feels like

a partnership. As a result, we’re seeing

increased sales, longer visit times on site,

and we have a clearer understanding of

how users want and need to navigate. I

would highly recommend Second Form’s

services, and as a plus, they are just plain

pleasant and helpful folks.

Marjorie Suddard

Co-founder Motorsport Marketing

I took a sneak peak really quick at the

website this morning and was “BLOWN

AWAY” by how good the application

page looks. Your team has done such a

fantastic job and I couldn’t possibly be

any more happy with Second Form and all

of the excellent work they have put into

this project. Thanks again!

Kolby Norris

Operations Manager Sterling Finance Company

A PROVEN TRACK RECORD.

Notable clients

FOCUSED ON EXPERIENCE.℠

secondform.com 407.965.06891442 East Michigan Street, Orlando, FL 32806