The AudiSA site objectives were to design a CI compliant site that delivered a brand experience beyond that expected from a traditional automotive website. The primary focus areas were to optimise site navigation in order to facilitate ease of use, and to develop an exciting, fresh site design that is fully CI compliant. While having to meet obvious criteria such as easy to use, up-to-date brand / model information, our additional challenge was to deliver an 'unexpected, bold experience of the AudiSA brand to the visitor. Through their interaction with the medium, the user had to sense the Audi 'Vorsprung' as conveyed in more traditional mediums.The AudiSA site audience, as for most automotive sites, is fairly widespread, from avid Audi enthusiasts to potential buyers researching their purchase shortlists. Site visitors are predominantly male, metropolitan, upper income earners aged between 30 and 49. Self- actualised and individual, they believe that driving an Audi differentiates them from other drivers. They are style and design oriented and enjoy all that is innovative.