People in my business talk about web design as if it were a separate, distinct, stand-alone profession. One that invites wild, almost garish creativity. To the point that you see crazy calls to action such as "Let's get funky." It's true that today the graphic possibilities are limited only by the developer's creative imagination. But here at Javelin we believe that raw creativity must be rigorously disciplined. Because "web design" in fact belongs to a long-established, mature marketing discipline called branding.