Long before there was Facebook, there was “The Dilly,” a social experiment for a young Internet. As Creative Director, I created the “Rank Icons” to accessorize member profiles and message board posts. New sign-ups began with only one (the "Noob"), but were able to "earn ranks" through various participation milestones. This early viral-marketing effort resulted in a surge of signups and Rank-hunting activity. Many years later, the Dilly Rank Icons can still be found around the web.