ALIVE is an EU FP7 STREP whose goal is the convergence of organisational and normative modelling with and service-oriented architectures (SOAs) using model-driven software engineering. The project provides a framework for designing and implementing systems, taking into account organisational, coordination and service perspectives. A key project aspect is the integration of normative systems with live SOAs, through the distributed monitoring of normative state. Here we give a brief overview of the project, explore of the domain from a service context, outline the architecture under construction and sketch the use-cases that illustrate and inform the project.