Earthtone is a start up company, founded to capitalize on unexploited market opportunities in the mobile computing and printing sectors through the development of a print management and print production network. The two major components of Earthtone's proposition are a portal connecting print service providers to the Earthtone platform and a portal connecting consumers to the network of print service Providers.

Deepend was retained to create the two portals' information architecture and to design and build the front end elements. Due to the diversity of the two end-user groups, care was taken to position Earthtone as a Web 2.0 service to consumers while also ensuring the technology-phobic print service providers recognized Earthtone as a printer-friendly company that they could work with.

In addition to IA, design and front-end build, Deepend created Earthtone's brand identity and developed marketing materials for both online and offline media.