Our aim in creating this site is to enhance the image of the Pyramid and Thomas Kemper brands by giving web surfers an experience consonant with the spirit of these beers. In other words, they should have fun in a lively, sociable setting that speaks of high-quality, but without stuffiness or taking ourselves too seriously. While we will make lots of information about our beers available on the site, conveying information is not the primary goal of www.pyramidbrew.com. Instead, our principal task is to deliver a good time, marked with sophistication, humor, and innovation.

Replicate the pub experience:

The creative strategy of www.pyramidbrew.com is to replicate on the computer screen the congenial, sociable and "beer-intensive" experience of visiting one of the brewery's pubs. Accordingly, our introductory tunnel will place viewers outside the Seattle pub where they will watch the doors swing open in an act of welcome. They will then transport themselves to our "mainpage," a room recognizable to those who have been to the Hart Brew Pub, but self-evident to those who have not, as a pub, brewery, gift shop and a bar for meeting people and enjoying beer.

The brewery/pub metaphor will be used throughout the site:

The kitchen area will feature recipes and information about serving food with beer. The gift shop will offer logo merchandise, just like the actual shop in the Hart Brew Pub. The bar area will allow you to strike up a conversation with other beer lovers through a web-chat format. The brewery itself will be open for virtual tours, explaining the beer making process, the brewmasters' philosophies, and detailed information about the companies beer styles. There will even restrooms in this virtual pub&endash;although their purpose here is to entertain.

Humans will populate the site; real ones and our illustrated characters:

We have observed very few web sites featuring the human form. Given that the medium is impersonal by its very nature, we believe we should use human figures and a hip illustration style to overcome the cold "tech" feel of the web, and to evoke the lively, human interchange that is usually a part of enjoying quality brews. Actual humans will also be present throughout the site in the form of RealAudio "monologues," the chat area, through the use of a live cam aimed at the action in the real Hart Brew Pub, and in viewer submissions in games, forums and other areas.

Since web users are often drawn to new and interesting applications of internet technology, we will aim to employ a few enhanced features where they are relevant and cost effective. The RealAudio, live cam and web chat features previously mentioned serve this purpose. In addition, we will create an interactive dart game that will not require a special plug in, making it accessible to all. Animations will also be used (although sparingly) for their attention-getting value.