One of my tasks for the Fusion Middleware 11g launch event was to build the JDeveloper/ADF part of the demo (along with Juan).
One key thing that made a difference in the resulting demo was that we got help in the design of the pages from a professional UI designer - Soraya looked at the pages we designed initially and then gave us tips on how to make the application look cleaner. She also gave us the images that were used in the application. We then worked on layouting the page according to her recommendations and on skinning some of them.
One tip for better looking UI is to try and eliminate as much clutter from your UI as possible - the application we got at the end used far less components on each page.
While you can see the result in the recorded webcast of the launch event - I thought that for JSF developers out there I would give a full screen view and skip the 40 minutes talk that come before Duncan gets to actually run through the demo.
So here is a recording of the demo running on my machine - with some explanation about the specific components used in each place.