Lots of photography that appears at websites and a business's print materials is generic.
It's just - well - a bit 'samey'.
If you think, "smiling lady with a headset on that is in the 'contact' section of the website and you just know that she doesn't really work there" - you'll know what we mean.
angelfysh has a brand position.
At angelfysh, it's all about results.
They are obsessive.
The angelfysh team has a kind of 'OCD' for achieving page one Search Engine results in Google.
The angelfysh obsession to detail (wanting page 2 to be page 1, wanting position 3 to be position 2, wanting position 2 to be position 1...) is explained with the images above.
It's worked well, too.
Design works better when the brand position (obsessively results driven) is strong.