Topic 101 is a market research firm that specializes in understanding the high school/college audience. Savvy clients ranging from advertising agencies to educational institutions realize that this market is key to the success of their messages; this site demonstrates and explains Topic 101's insight. In addition to attracting a client base, crazy animation, implied randomness and full-screen video as the content and the background context also captures the attention (and, via online surveys and research techniques, their all-important opinions) of an audience that's grown-up online. Since the launch, the company has never been busier; potential clients have contacted them based on the site, commenting how it proves Topic 101's understanding of the audience. The site appears to be a good client litmus test.

• Part of an overall brand identity developed for Topic 101 that included naming, print collateral, advertising, direct mail, etc.

• The background of multicolored logos uses bitmap caching and streaming video that allows videos for each section to play without the wait for each to load completely. (It also crashes old computers; thankfully the people who own them aren't Topic 101's target market.)

• Getting an ever-growing array of randomly selected videos to run correctly was among the most difficult tasks of the build.