This is an interesting take on an 'About Us' page in terms of both the language and the use of fonts. It's caught my attention and made me read on. I liked the way Chictoday share their purpose through an inspirational manifesto. The first paragraph written in an array of fonts is free from 'corporate speak' or 'business speak'. It's human and I like it (click to see the larger version unless you want an eye test).
If they'd carried this on into the second paragraph it would have been great. Then comes the...'unrivalled environment', 'compelling contents' 'stunning and elegant designs'. It's at this point I disengage. The word 'bloated' springs to mind to describe such words. They're kind of big and perhaps someone thought impressive but like a balloon, they're full of air. They don't carry weight or conviction. Same old, same old. You know what I mean? It seems to be significantly harder to stop writing crap and just say it how it is.
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