The answer that you are looking for should be a frame story.
I would say grief because the first thing that comes to mind when I think about its tone would be mournful.
Colonialism
the policy or practice of acquiring full or partial political control over another country, occupying it with settlers, and exploiting it economicall
Imperialism
a policy of extending a country's power and influence through colonization, use of military force, or other means.
I would assess this info in the context of the work expected from them. Are they building websites for you? While the site appearance does reflect somewhat on their image, it may have little or nothing to do with their value otherwise.
