Creative concepts are developed for the overall look and feel of the site, as well as detailed comps for the homepage, landing pages and template content pages. These are two-dimensional, non-functioning (non-clickable) images illustrating layout, content hierarchy and user interface design for both static and dynamic content types. It is essential that all designs be extensible, allowing for site growth in the short, medium, and long-term, and that they be accessible and fully responsive across mobile devices, using web standards to meet established accessibility guidelines. Once approved, these illustrative composites are developed in Cascading Style Sheets (CSS) for application to the site.