Pyramid Ales Creative Strategy Class: This needed simplifying, especially if you're going to use it as a guide, so I edited it. Better? Larry 11-15-01

Our creative strategy is to design a site that replicates the congenial, fun-filled, social experience of visiting the Pyramid Brew Pub across from Safeco Field. Accordingly, our introductory tunnel will place viewers outside the pub where they will watch the doors swing open in an act of welcome. They will then be transported to our "mainpage," which will be a full-screen illustration of a busy night at the Brew Pub as seen from above. The Brew 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 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, although their purpose here is to entertain. We further recommend using human figures on every page rendered in a hip illustration style to overcome the cold "tech" feel of the web, and to evoke the lively, human interchange that goes with enjoying quality brews. Real humans will also be present throughout the site in the form of RealAudio "monologues," the web chat area, through the use of a live cam aimed at the action in the Brew Pub, and in viewer submissions in games, forums and other areas.