The content was heavily curated in order to tease out a narrative arc to the piece, using the white paper text to craft the larger structure and the multimedia assets as supplements. An aesthetic direction inspired by turn of the century advertisements was developed, based on the history explored in the first half of the piece. A "black-and-white with red" color palette was used throughout. Additional assets (such as vintage advertisements) were procured from various online image repositories. The page was built in Drupal with a small amount of custom CSS.