Creators of Jet Li's Official Website
Taking Web Development to a Higher Art Form
We were first introduced to the web team of Design
Reactor when the Hollywood public relations people for Asia's
martial arts film star, Jet Li spoke with us about his new official
website. We took a look at www.Jet-Li.com.
Then we said, "Wow!"
We immediately called Jet Li's people back with enthusiasm, "Who
are these web people?" "It's pure poetry online!"
A month later, we were walking in the door to meet the members
of the web team who were working upstairs from an old landmark diner
two blocks from UC Berkeley.
We met Patrick Lee, the visionary, co-founder and CEO of
Design Reactor, the company behind the making of Jet's website.
We also met with Mark Moran, Design Reactor's in house producer
of the Jet-Li.com site and six other talented members of the company.
The faces were young, bright and focused on their computer
screens. Asian martial arts movie star posters decorated the walls
of this Berkeley office walk-up. Guy Kawasaki, Internet guru and
author of the book, Rules for Revolutionaries would have
approved of this un-designer d?or.
Like most of his company's team, Patrick was a student at
UC Berkeley. Patrick is no computer geek. If he is, at least he
is a well-rounded one with a strong entrepreneurial spirit. He was
studying Computer Science and switched his focus to earning a degree
in Cognitive Science, how the brain works, the study of thinking.
His degree is now pending since the high growth of his company has
commanded his full attention. While Patrick handles business development,
his co-founding partner Stephen Wang, a Computer Science graduate,
manages the technical staff.
We sat down in the studio while his web team was busy at
their computer stations.
Reflecting back on the two year old company, Mark said, "It
wasn't always this way. When Design Reactor started it was decided
that we would be our own boss and not work underneath anyone."
"We did all kinds of web development work, you know, the $500
website jobs, and we didn't pay ourselves at first, but as our portfolio
grew we started going out to industry conferences like Comdex and
meeting future clients."
After talking with Patrick and Mark, it became obvious why
the site was so carefully and sensitively crafted. "We're almost
all longtime Wushu students, the same martial arts practiced by
Jet Li. We study as much as we can." In fact, Mark was leaving
within days for a long anticipated summer trip to study at China's
famous Wushu Academy.
"Last year I went with my friend Raffi
to Los Angeles to attend a comic book convention where Jet Li was
signing autographs, and one thing led to another," said Patrick."
introduced me to Debby Chen, of the National Wushu Training Center
and she introduced us to Jet's publicist. I asked if Jet had his
own website." The publicist said "No." So we eventually
set up a meeting with his people. They came back to us and said,
"Yes, let's see what we can do."
"Jet wanted a big yin yang feel to represent the duality
of his life," said producer Mark Moran. "We wanted to
incorporate this, but also wanted to be careful not to trivialize
this concept and to make it artistic. We kept throwing ideas around,
and would sometimes just sit for hours discussing the feeling of
what we wanted, the features, the look and ideas of the verbs, the
key words, images and sound. Our friend John Cooper, of Planetz.com
recorded chimes, flutes, woodwind, water and bird sounds from his
recording studio in Berkeley. We picked instruments made of natural
materials from the earth to create this artistic "organic"
The extra care and sensitivity taken to develop the site
also carried over to how it was introduced and launched onto the
"It was very important to Jet that the fans who had
created their own fan sites and have been very supportive of him
over the years, not feel like he was trying to replace them,"
says publicist Sandy Rice, Vice President, Entertainment at Rogers
& Cowan, who is delighted with the site.
Sandy adds, "In fact, we contacted many Jet Li fan sites
to let them know Jet appreciated their loyalty and was developing
his site in cooperation with theirs. They had been extremely helpful
in the past as we tried to correct erroneous or misleading reports
that were posted online. The idea behind Jet's official website
was to provide a place where everyone knows they can come for accurate
information on his upcoming activities and provide Jet with an opportunity
to communicate directly with his fans.
The attention to detail and passion to do great work has
garnered Design Reactor high marks in the entertainment industry.
At Comdex, Patrick and his partner met executives of a major media
group. He had researched everything about the group including the
look and feel of its websites and online games.
By Monday after that meeting, and by working through the
Thanksgiving holiday, they were able to present the executives with
a new spec subsite. This impressed the executives, especially that
Patrick and his team had the passion, talent and enthusiasm to do
this in only a 4-day turnaround time over a major holiday. Today,
Design Reactor is the largest outside web developer for this entertainment
company, which name must remain confidential.
Design Reactor's primary focus is developing leading edge
entertainment related websites. Clients include some of the top
games and entertainment sites on the web including Gamers Extreme
the multiplayer online games site founded by some of the world's
best gamers including celebrity gamer Dennis "Thresh"
Fong. The relationship with Patrick and Gamers.com is more than
typical business client-friendly, as he is listed in the About GX
section as a valued member, calling him a "No Doubt, Extreme
Coder" in its whimsical, poking fun style.
While entertainment oriented sites are the company's specialty,
it has also created powerful branding solutions for clients such
as publicly traded biopharmaceutical company Gilead Sciences, Deutsche
Telecom, Europe's largest telecommunications company, and Tom's
Hardware Guide, the hugely successful online resource on computer
Design Reactor regularly develops in-house projects as part
of its experimental program for future development. Its team members
have also branched out on their own exciting projects. One of Design
Reactor's Creative Directors, Senh Duong has developed RottenTomatoes.com
which debuted last August, 1998 and has quickly rocketed to popularity
on the Internet as a designation site for movie reviews.
This young team celebrated its second anniversary this past
May and has grown through an "evolutionary" process, hiring
primarily from a network of friends and colleagues. As this profile
is finished and goes online, Design Reactor has taken more quantum
leaps forward in its business development, has a much larger staff
and is now located in spacious waterfront quarters in nearby Emeryville.
AsianConnections.com is pleased to showcase Design Reactor's
work. In addition to Jet Li's Official site Jet-Li.com, check out
the games called Udder
Insanity and 3D
Cycle Duel. We'll be following the bright careers of this creative
web team as the Internet continues to change all of our lives into
the next Millennium.
- Suzanne Kai