Brand and connotative words

The Brand I chose is Apple.

Connotative words:

1. Solid

2. Forward-thinking

3. Human

My proposed direction

1. Visceral

2. Anatomic

3. Refreshing

These words were initially chosen to represent aspects of the proposed site's function. Although I still plan to keep these in mind at that stage, I revised two of the words so the three could lean more towards aesthetic guidelines.

1. Clean

2. Anatomic

3. Active