JUXT INTERACTIVE | http://clients.juxtinteractive.com/direcTV/titanium/rc5/titanium.html
DirecTV, a satellite television broadcast service based in El Segundo, Calif., sought to develop a luxurious presentation for its new premium programming package, Titanium. Juxt Interactive was asked to design a website for Titanium that would appeal to a target audience consisting of wealthy media enthusiasts—without compromising the exclusivity of the product itself. This one-of-a-kind service by DirecTV offers subscribers access to all of DirecTV’s programming offerings as well as white-glove customer service … at a rate of $7500 per year.

With minimal product information, a sophisticated aesthetic and a subtle call to action, Juxt created a highly stylized online environment, immersing visitors in the Titanium experience through motion, video montage and a clear sense of the vast array of programming available to prospects fortunate enough to afford the service. The unique world created for the Titanium website is an ultra-modern interior space that features a British-accented narrator describing the various options included in this premium service. It’s a website totally focused on impressing the super-rich consumer. In addition, media support for the site consisted solely of personalized invitations and subtle announcements of private launch events to learn more. Terry Lee Stone

MINDFLOOD | www.mindflood.com
The sleek, propulsive sound of Marvin Gaye’s “Let’s Get It On” is what greets you upon landing at Mindflood’s new self-promo website, which is especially appropriate because the site’s theme, also made clear right off the bat, is “Seduction.” And just as apropos are the main navigation choices: Eye Contact, Opening Lines, Back to Our Place and, of course, Climax.

This second version of the Mindflood creative portfolio site is intended to showcase the interactive agency’s quirky sense of humor and allow its portfolio to speak for itself. Yet with custom audio, green screen video, sound effects, animation, web services, voice-overs, Flash Remoting, AJAX, real-time chat, CSS and more, there could have been, shall we say, “issues.” “At some point, we had to pull back a little and think, ‘We’re still trying to present people with information about our company, show them our work and give them a way to contact us,’” notes creative director Chris Lund. While everything eventually came together seamlessly, he says, “We figured that if a potential client saw our site and still contacted us, here’s someone we probably want to work with. But if that client got scared off, or didn’t get the joke … then we’re better off without them.” Some design studios choose to go public with screenshots of their work and a corporate mission statement, Lund says. “We chose to have Cupid shooting flaming arrows and Marvin Gaye blasting.”
Tom Biederbeck

FINE DESIGN GROUP | www.sb-architects.com
Created to showcase the studio and work of the SB Architects firm, the design of this website was meant to be fairly simple, allowing the beautiful work of the client to glow. “The intention of all the interaction design is to respect the user’s preferences for how to view the work, and [then] stay out of the way,” says lead designer Tsilli Pines.

A main goal for the site, therefore, was to maximize real estate for the portfolio imagery. “That challenge served as the central inspiration for the full-bleed horizontal orientation of the site, at any browser size,” Pines says. Carefully avoiding the imposition of too much structure on the architectural work itself was a priority. Navigation is intentionally minimal, she says, “giving people the ability to tuck information away and revel in the beauty of the images.” Designing a website is a process of understanding the goals and allowing the communication requirements to dictate its form. “We make sites that are inspired by all sorts of cultural influences, but they are particular to each project and aren’t overarching,” says Pines. “In the case of the SB site, we took a modern approach and were inspired by minimalism.”
Romy Ashby

FINE DESIGN GROUP | www.sellyourcto.com
Hitachi’s Server Systems Group is tasked with encouraging adoption of a new type of server called a “blade.” These smaller servers are poised to gain greater market share, but a few perceptual obstacles are still to be overcome. Hitachi came to FINE Design Group for a site that would build a compelling case for its Blade Symphony line while distinguishing the line from competitors.

Appropriating the buoyant enthusiasm of classic ads from the 1940s and ’50s, FINE took a tongue-in-cheek approach in creating a “How To” kit dropped on your virtual desk. Captured for the web and translated into an interactive Flash interface, the interactive and experiential “toolkit” is meant to outfit IT professionals with a slick selling angle for their boss, the Chief Technology Officer (CTO). While addressing the need to be constantly pitching new technologies to senior management, the site remains lighthearted and fun. One of its intentions, in fact, says project director Josh Kelly, was “to take a lighter approach in an industry that relies heavily on technology buzzwords and often takes itself too seriously.” As for the desk portrayed on the site, most of the items on it are actually from the FINE office. “I think the paperclipholder cactus was from the desk of our creative director,” says Kelly.
Romy Ashby

EPSTEIN DESIGN PARTNERS | www.tb145.com
Restaurant websites are supposed to entice visitors with visions of enveloping atmospherics and spectacular culinary creations, and Epstein Design’s site for Table 45—located in the Inter- Continental Hotel in Cleveland—is no exception. But the designers of the web destination for this sleek new spot, which has been called in the press “a sexpot of a salon,” had more in mind than entrées for the eye.

Serving memorable meals to discerning customers is where the proprietors of Table 45 want to put their efforts—not spending hours maintaining their site as menu items and other offerings change. While Epstein Design took care in developing the site as an online extension of the dining experience at Table 45—including branding and environmental graphics as well as the website—incorporating an advanced content management system was high on the list of priorities. “We set up a ‘visuals’ component in the Flash programming that connects to the Flickr API [Application Programming Interface] and calls in photos from the service,” says interactive designer Kyle Roth. “This allows the client to add photos at any time via mobile phone or simply uploading to the Flickr account.” The restaurant can add, edit, hide or delete items and categories or change prices via this function—which is just another way of saying the client can get back faster to putting great food on the table.
Tom Biederbeck