Modernista!’s New Siteless Site

Modernista!, the Boston-based advertising agency and marketing firm, has made its name branding businesses from Avon to Hummer. They won kudos last October for their redesign of BusinessWeek’s web site. However their latest project is closer to home–it’s their own homepage.

Their new Web Site is essentially siteless. It rests fully within Web 2.0 with a little nav bar at the top left. For example, Google their name and click on the first entry (Modernista!), and you are brought to the same results page but with that added nav bar. Click on “About” and you can go to either the Wikipedia entry for “Modernista” (which gets cookied as your default homepage) or their Facebook page. They display their past work in Flickr, YouTube and del.icio.us. Want “n3wz” on the company? They’ll send you to Google News.

“Modernista isn’t for everyone. Is it for you?” the site reads. Indeed, some are calling it lazy. We think it’s truly inspired. What better way to show clients you “get” Web 2.0 than disappearing into it?

Modernista!