A paradigm shift. When designing the site, one of the key ideas was to not only think of how people will come to Batterydrink.com, but how Batterydrink.com will come to people. So, we created a site full of content that users can download, share or link to their MySpace page etc. (driving even more trafic to the site). Throughout the site, we wanted to express energy, electricity and the use of high technology, the core attributes of the Battery brand.