I think your gut is right. I like the first tagline. I also suggest keeping it as simple as possible because you never know where your business will take you. Here's a good article on Branding Strategies. It is a short, broad overview on the importance of branding (which I think you already understand) and the new wave of branding which includes the internet.

Hope this helps and I'm curious to see what you end up going with and how it works out. Don't be afraid to ask for suggestions from your clients.