Just like Rapp Collins’ (greatfnplace.com) scrambled ad I wrote about, their web site is meant to disturb. In a good way, perhaps.

Take a look. You can’t scroll via conventional scroll bars. Graphics are almost wacky: cables, birds, mobile phones, Bluetoooth devices, ink blots and web cams beg you to click and interact. But in the end, you feel deprived of content. Deliberately? Who knows. Is this the secret of direct marketing -information underloading for a change?

Apart from the business it is after, it makes you rethink what an online experience could be instead of the boring ‘about’ pages and ‘vision statements’ that are cues for making a hasty retreat.

The only thing that bothers me about the design elements are the wires. As`in cables. Intertwined, and enhanced by Flash, they cleverly mimic DNA strands (thus eliminating the need for pathetic copy that “digital is our DNA…” etc). But in a rapidly unwired Comsumerscape, these USB and Cat-5 cables will soon be as quaint as, floppy drives.

Easy fix, that. Disrupt once more.