Site by Nite is less who, and more what. Site by Nite isn't a company, it is a website and a service.
Site by Nite is actually a web property of Identity Developments, which is a company. Identity Developments is a professional, custom web presence development & management company located in Madison, Wisconsin.
So, you might say that Identity Developments is really the company behind the Site by Nite brand and service.
Why Site by Nite? Unfortunately, not everyone can afford a professional, custom design web presence firm. That doesn't mean that their business is any less important or their needs aren't as great as anyone else's.
Creating Site by Nite was a way to be able to help by finding a middle ground that didn't require settling for an unprofessional website. Now, Site by Nite members can get a professional looking site that is within their budget without having to learn all of the skills required to create a site. And have a chance to speak with and get feedback on their website and how to postion it to help them.