Promoting a purpose Nick Miller and Feebe Greco of Lucky Design use their website, to target clients who are “developing solutions that promote a just and compassionate society and sustain our planet’s natural resources.” It illustrates how clean design and thought-provoking photoimagery convey a clear message that supports their mission statement. “We aimed for imagery that would be arresting, momentarily beautiful, but inevitably discomfi ting,” says Miller.

Keeping it simple Clint Barth of 516media, a Chicago firm specializing in small business web and identity solutions, believes simplicity is often the best method for expression. “Simplicity cuts down the signal-to-noise ratio,” says Barth. “Clarity is key—with a lot of elements competing for attention, the message can be lost.” 516- media’s home page uses few words to present a distinct message—helping small businesses stand out from the crowd.

Knowing the audience The website of Bau-Da Design Lab, Inc.—a company specializing in CD packaging, book covers, movie posters, photoshoots, and music video directing— proves that less is more. Their “Who we are” page caters perfectly to their target audience. They use short and humorous copy to grab users’ attention, proving that it’s how you say it and not how much you say.

Striking a balance IFlashFXStudios separates itself from other web design firms with a less conservative site. “I wanted [a website] completely different from anything I’d seen, but not too ‘out there,’” says creative director Tim Earnheart. “I wanted it to feel more laid back, but creative enough for it to stand out from our competition.”

Letting work shine Photographer Marc Trudel uses his website not only to showcase his work, but also to sell limitededition prints from his personal collection and to promote his commercial services. It uses subtle, monochromatic colors, which allow the vivid colors of his photography to grab visitors’ attention. The simplicity of the site places central focus on his work rather than on the site.

Spreading the word Created by nonprofit organization Grace and Free Range Graphics, The Meatrix is one of the best-known viral videos on the web (over 10 million viewers). This fourminute Flash-based spoof of The Matrix uses humor and pop culture to highlight problems associated with factory farming. Approximately 80,000–100,000 new viewers still watch the film every month.

Strength of freebies Telus gives away games for its line of mobile phones, plus free e-cards and screensavers.

Bringing in a crowd Simple Thinking developed this jet ski racing game for Gillette, makers of the M3Power razor. The M3Power logo can be clearly seen throughout the game—at the Start/Finish line, on the jet ski, on the jet skier’s life preserver, and at various points on the racing course. The game also uses the same color scheme as the M3Power brand.