Archer Communications, Inc., focuses on "Creating demand for your brand." In an act of practicing what you preach, the ad agency evaluated their own brand and determined that, amongst other things, a website redesign was in order.

The existing site suffered mainly on the accessibility and usability fronts. Designed more like print collateral, the site was never very successful as an interactive web solution. The site's performance was crippled by large graphics and messaging that missed the mark with very general, non-targeted copy and small type.

The new design featured a dynamic web solution where content was contextually shuffled – resulting in a more robust, fluid presentation. Homepage design had Flash animation, current work samples, news teasers and a streamlined navigation system. The site was very inviting and allowed many outlets for users to explore 'relevant content' based on where they were within the site.