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I was asked in 2007 by Squeaky Wheel Media, a NYC design agency, to develop design concepts for the website of a fast-growing pet food company, Blue Buffalo. The primary feature of the site was a brand comparison tool coined “The True Blue Test” to clearly illustrate the superior ingredients and nutrition of the Blue Buffalo product line. These concepts were designed also with scalability in mind to allow for later additions of features and content. These design concepts were thereafter adapted to be used for the final website.