Solid, reliable, trustworthy, familiar. Ae were approached by the now defunct RF Training Limited, to help them create an identity for a new online business. The business was a service designed to promote local independent tradesmen through a location based service from the front end, whilst behind the scenes it acted as a recruitment, training and franchise business for tradesmen. The design of the identity and the accompanying site was practical, solid and approachable. Much like the tradesmen it promoted. On top of the new identity we were then asked to help them design the look and feel of the website. The site had to convey a trustworthy, commercial service that was both seen as authoritative and professional whilst at the same time attractive to women, as their projected customers would be 75%+ female.