In its development and recruitment phase, nLight Photonics wanted to craft a Web site that expressed their product's competitive advantage. To achieve this goal, Zgroup illustrated a series of images conveying benefits and properties of the company's dynamic technology: scalable power, increased bandwith, signal amplification, high speed data transmission and light refraction. These metaphors were integrated within a structure of stark simplicity to retain focus on the site's content and facilitate ease of use. Drop-down menus allow for quick access to all areas of the site, with direct links for fast facts and timely information.