Back when Basecamp was still 37Signals, I was approached to create a concept for 37signals.com that repositioned the company as more of an 'idea company.' They are chiefly known for their software, but at the time they wanted to equally emphasize their speaking and writing. Now, we all know the business direction they went less than a year later. So needless to say, this concept didn't make it very far. But it was a fun project!