Persona was the second venture of the Cargo team. A new kind of site building platform, it was designed to be even more intuitive with live editing, WYSIWYG features, premium webfont integration, and interactive full-screen “backdrops” that used OpenGL shaders to allow people to be extremely creative in making any kind of lightweight website they could imagine. The thematic element of creating a “persona” drove the ideation; Persona sites were meant to be smaller, like digital calling cards.