the academy of visual arts / baptist university hong kong asked us to develop a new website. the most important briefing information we got was, that the target group are the parents of the future students. they decide if the academy will be the best school to invest money and prepare the own child for future. our self-defined mission statement was: »you never get a second chance, to make a first impression«. we used the architecture of the building to develop a compatible design-grid and created a comprehensive recognition value from the very first impression. visitors should get a feeling of completeness and orientation. additionally we worked out an intranet for students, teachers and employees.