Designforce was established in 2001 on the principle that companies should consider their Web initiatives and individual communications to be part of a larger system and that these communications systems should be consistent across all media.

The founders saw an opportunity to launch a firm that combines classic design principles, intelligent brand development, and innovative technology to advance standards of design integrity and information strategy.

• Heidi Bush began her Web career in 1994 as a photographer and digital studio manager for Home Shopping Network, designing HSN's first stores on America Online and Prodigy.

  From there, she spent the next five years guiding several pioneering Web initiatives for Ernst & Young LLP and Cap Gemini Ernst & Young. There she served as the Creative Director for Ernie, the industry's first online business consulting tool, as well as leading the Web design for major E&Y clients such as Eli Lilly, Memorial Sloan-Kettering Cancer Center, and the Cleveland Clinic.

• Denny Fraser has focused her career on e-Business and Web strategy for almost 10 years.

  Fraser began her Web career in 1995 as an interactive project manager for Home Shopping and the Internet Shopping Network (one of the first online branded e-commerce sites on the Web). In that role, she negotiated and administered all interactive agreements with vendors seeking to distribute their products on the Web and commercial on-line services.

  From there, Fraser became executive editor with Review.Net, a law, business and commercial real estate site focusing on the business-to-business market. She went to Ernst & Young, where she oversaw the development of the firm's Web site http://www.ey.com, which integrated the firm's many businesses into a single online presence. And most recently, she led the creative and client service teams at DigitalDay, a high-end Web development agency, for clients such as GE and National City Bank from 1998 through 2002.

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