During phase one, we compressed the logotypes by animating away all unnecessary vowels. Just like BMW has compressed its 1-series – a small car with all the power you can expect from a BMW.To create curiosity, we did it without explaining why. This created an enormous curiosity, buzz and expectations about what was to come.During phase two we continued animating away the vowels, but also presented the car and its compressed power.

We were the first to use the masthead/logotypes as banners. It created a huge amount of buzz, both on the actual sites (people started writing comments without using any vowels!) and in the blogosphere.