The Dallas Society of Visual Communication boasts the largest membership of graphics design professionals in the country. The group approached Tribal DDB Dallas to move their popular print publication "Rough" online. The challenge was to make the site as cool and compelling as the beloved print piece, which acts as a creative "jam" among the talent showcased every month. Rough Online both emulates the experimental personality of the printed piece and embodies the charismatic and often unpredictable nature of the DSVC's president, Phil Hollenbeck. By commissioning a team of art directors, copywriters, and multimedia developers to independently concept the sections of Rough, we simulated an experience as compelling and schizophrenic as first online issue celebrated the convergence of television and film and served as an ideal metaphor for Rough's arrival on the Internet. Rough Online has received accolades from both the members and board of the DSVC. After the re-design, site visits increased by 50%.