2Advanced Studios Launch New O’Neill Website

Leading Surf wetsuit and clothing manufacturer unveils interactive website

ALISO VIEJO, CA and SANTA CRUZ, CA– July 28, 2005 –O’Neill Inc. and 2Advanced Studios, an award-winning interactive and new media design agency (http://www.2advanced.com), today announced the official launch of the new O’Neill website (http://www.oneill.com) offering users a fresh, innovative design and fully dynamic experience. The interactive website integrates dynamic content, rich media features, and e-commerce while consolidating O’Neill’s growing worldwide presence into one online location.

We wanted a single website that offered an engaging experience and centralized product content to our customers worldwide, said Bret Muhlitner, Director of Marketing for O’Neill, Inc. “2Advanced Studios not only delivered on these goals, they substantially bolstered our online market presence. The added interactive features and an innovative design went beyond our overall expectations.

Jack O’Neill, founder of O’Neill, Inc., invented the first surfing wetsuit over five decades ago. Today, the family owned and operated company remains the premier wetsuit manufacturer and Surf Brands in the world. With gear and apparel lines extending into other arenas such as snow and wake, O’Neill continues to dominate in the action sports industry.

To address O’Neill’s growing array of products, content and gear, 2Advanced Studios developed dedicated sections for each of the sports genres that O’Neill caters to. Therefore, visitors surfing various sub-sections of the site now encounter entirely distinctive designs in each category. Providing visitors with continually fresh stimuli in this manner encourages them to browse throughout the entire website, fully exploring the breadth of content and thus reinforces O’Neill’s content strategy. Additionally, the website tackles the challenge of delineating content between genders by offering completely unique experiences for both Juniors (Women) and Men.

“Our goal was to create a cutting-edge design synonymous with the youthful, carefree vibe of the action sports industry, said Shane Mielke, Creative Director for 2Advanced Studios. “We succeeded by delivering a highly interactive experience that is engaging, fun, and unpredictable. Visitors have been empowered with more control over their experience and benefit from many new features.

2Advanced Studios fully understand that a successful website presence incorporates more than just a great design. Therefore, the development team at 2Advanced Studios designed from the ground-up a new relational database for O’Neill along with a customized content management system which drives almost every page of the website. The studio also developed sleek navigational metaphors encouraging visitors to interact with the added features while maintaining a high level of usability.

In addition, 2Advanced Studios addressed O’Neill’s internationalization issues by consolidating their worldwide online presence into a single website. Now users can designate their country of choice in order to receive location-specific content such as breaking news or event information.

2Advanced Studios are currently further enhancing the overall launch with forthcoming interactive Custom wetsuit and boardshorts builders. These Flash-based modules will provide visitors with the opportunity to fully customize and purchase their very own wetsuits and/or boardshorts by selecting from numerous options for style, color schemes, patterns and sizes. “It’s all about the freedom of expression because that’s how we do things around here, said Rick Petri, Director of Men’s Merchandising and Design for O’Neill Clothing.

To check out the new O’Neill website, visit www.oneill.com. Or to learn more about 2Advanced Studios and their services, visit http://www.2advanced.com.

About O’Neill, Inc.
Since 1952, O’Neill, Inc. has become the world’s premier wetsuit manufacturer and one of the top Surf brands in the world. The family owned and operated company distributes its products to 85 countries, including more than 2,000 specialty wetsuit and clothing retailers in the U.S. For media information and product samples, contact Mike Kingsbury or Cherie Whyte, MKM, at (714) 375-2188. Consumer information is available at http://www.oneill.com.

About 2Advanced Studios, LLC.
Founded in 1999, by Co-Founders, Eric Jordan and Tony Novak, 2Advanced Studios has quickly evolved into an award-winning interactive agency with nearly 30 employees in the United States and Japan. World renowned for their creative talents in Macromedia Flash design, 2Advanced also offers a wide range of design and development services, including interactive design, development and backend solutions, broadcast video, 3D graphics, multimedia, identity and audio production. 2Advanced is highly noted for its contributions to several major book publications, as well as a wide array of magazine articles, online interviews and industry awards. Located in Aliso Viejo, California, the 2Advanced team constantly strives to push the creative boundaries of technology to deliver high impact new media solutions that create a lasting impression. For more information, visit http://www.2advanced.com or call 949.330.7580.