An emerging provider of development expertise in Rich Internet Applications (RIA), ElementRiver was launched in 2009.  The company focuses on the growing adoption by enterprises of Flex – a program which generates scanners that recognize lexical patterns contained in text - providing an open source platform for the program and associated consultancy services.

Reef Light Interactive was tasked by the company to build a site with a crisp and creative look that would target a particularly technical audience of Flex/ActionScript developers in the 25 – 40 age range. A specific purpose of the site would be to highlight the company’s technical expertise and its regard for great design, earning the esteem of the target audience for both these aspects.

ElementRiver has produced two signature software tools, Sourcemate and Reviewmate, and the company asked for these to be prominently featured with equal emphasis. In respect of these tools, the Homepage would need to accentuate an invitation to “download the product” promoting the facility to “try it for free”.