In March of '98 I consulted with PlanetAll’s management team on their corporate identity and helped produce a redesign of their web site. Because PlanetAll is a true interactive media application, its interface is everything. It’s the product, the service, the storefront, the marketing campaign and the company’s internal agreement about who they are and what they do all wrapped up in a few screenfuls of text and graphics. On a rather tight deadline, we spec'd out a redesign that made PlanetAll ’s core utility clear, simple and easily understandable. Soon after the completion of our project, PlanetAll was purchased by Amazon.com for a whopping $100 million.