While working on a small innovation team at Gannett, we were brought in to work with a small editorial group in Indianapolis on concepts for a multi-media app that would connect consumers with curated, editorial content via early AI engines.
Prior to this project, the team had been a product development team building and maintaining Metromix – a venue and event listing website managed by professional editors. This project was an interesting design challenge in that we were fusing much of the things that our team learned about venue recommendations on the Metromix application, which we were previously working on, with an ambitious project plan that had been in the works for awhile before we were brought in. The project had a long history and many iterations, so as a product and design team, we had to work with the Indianapolis team to manage product expectations and identify their target market to determine their brand needs.
From there I created 3 distinct brands. Apollo, as the god of prophecy, and of partying, acted as a perfect representation of the brand. The Still curated the best artisanal flavors of your city. And Booster was your technologically-advanced engine that would propel exploration of your space.
Ultimately, after a presentation of these three concepts, the team went with the Booster concept, and from there, I created several artifacts that would display how that brand would express itself.
From how it would work on iOS.
To some brand displays.
And just getting really weird and fun.