It encourages you to rethink the patterns we all seem to follow while developing websites.
inspiring us to rethink how we might engage a user, and try to Engage them, Enlighten them, Embed your message (make sure they can relate this engagement to your company), and re-enforce them.
I believe this is a tremendous undertaking, and not to sure how willing clients or even myself would be to explore such solutions. But the creative person in me says lets do it. Lets really try and shake things up a bit and try and break out of the patterns we are heading with not only webdesign, but all of our marketing...
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