DIE FIRMA, Wiesbaden / undefined / 2001
starthilfe.net business model, idea: starthilfe.net is a service of the agency Die Firma GmbH in Wiesbaden, Germany. This service is aimed at internet start-ups wishing to acquire professional assistance while putting their ideas into practice. Each month, Die Firma offers candidates with the best business idea a free workshop to further their development.
Design: Since this service has a potentially charitable and helping character, stylistic metaphors from the health care/medical domain where chosen. The tonality is clear and concise (colors: light gray, white, red), while utilizing shapes that were modeled to include a contemporary character. The logo consists of the logotype "starthlife", which was realized in a white, pixel orientated typeface. Underlying is a dark grid which, within its setting of white line and grid elements, meditates the impression of depth and stability. This moderately monochromatic effect is contrasted by a red cross, which adds visual attractiveness and furthermore has the typical metaphoric content of help, support and trust. The overall impression created by the site is conform with the content and media: technical, somewhat playful and very clean. The green background image acts as contrast and "glue" to the frame layout. Slight tonal differences within the green area account for excitement and accentuation. The blurred and rounded line routing in the visual accommodate the otherwise sharp-edged frame concept and constitute a counterweight. As an emotional element, the style chosen for animations and movement communicates all visual and emotional information. Adjusted to the inherent nature of the design, animations start out being powerful and rough to end subdued and gentle. The accompanying music underlines this motion and accentuates actions.
Technology: starthilfe.net was realized utilizing Macromedia Flash 4, whereby great emphasis was put on the optimization of streaming capabilities. The page was broken up into logical parts and therefore offers its users the possiblity to navigate swiftly. Only the parts that are needed for the current display are loaded from the web site.
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