• Reinforce our values. We’re #1, and we want to stay that way. We have to look powerful, awe-inspiring and durable.
• Encourage repeat visits. People should be blown away in the first fifteen seconds, but we need to maintain a loyal customer base. Give them reasons to keep coming back. Give them new things to experience every time.
• Make it idiot-proof. People don’t like to read; get all the key stories and people in there in visual form.
• You got all that? OK, this one is the key: Make it minimalist. Make it no more than it absolutely has to be. We want our message to be razor sharp. No frosting. Plus, our company has many large expensive projects underway all over the world. There’s no sense in us wasting cash.

Voilà:

Sometimes simple is complicated.