Friday, June 29, 2007

A Brand New Look Helping to Better Brand Freelance Writing and Editorial Service, The Flawless Word – Gets a Long Overdue Makeover

Nearly five years after it made its official online debut, has received some long overdue sprucing up. A new logo and a new Web site design aim to better brand Kathy Kehrli’s freelance writing and editorial service, The Flawless Word.

Scranton, Pa. ( July 2, 2007 – This week, a new and improved debuted on the worldwide Web, giving the growing freelance writing and editorial service a professional-image boost. Last year, company owner Kathy Kehrli splurged on a personalized logo to better brand her business image. The Web site redesign was a natural extension of that indulgence, one that aims to lend a unified look and feel to’s reputation.

While the old was understated and copy-focused – traits that mirror Kehrli’s business approach – it didn’t exude enough qualities to etch the company brand in its visitors’ minds. It had also remained un-updated since it was first launched nearly five years ago.

“My business has grown so much since first debuted that the content no longer reflected my capabilities and focus,” Kehrli explains. “The past five years have been extremely good to me and I decided it was high time I invested in portraying a professionally branded image to my existing and future clients,” she continues.

The new logo was designed by Daniel Wasinger of The color scheme that resulted from Kehrli’s brainstorming with Wasinger then served as the inspiration behind’s facelift, a creation. If early feedback is any indication, the redesign is poised to be a hit.

Fellow freelancer, Alicia Sparks of, who helped Kehrli narrow down several Web site designs to the final candidate, had this to say of the new site’s visual appeal: “The color scheme is very low-key and neutral. There's no point when I'm looking at it do my eyes have to focus.”

In addition to a new look and more representative copy, visitors to the new will find several new page links, including testimonials from Kehrli’s past clients, a portfolio of some of her best work and access to her business blog. This latter page will be updated with breaking news about, so that Kehrli’s clientele can keep abreast of all her accomplishments.

To see the new and improved The Flawless Word and all it has to offer, visit the company online at