Organic Design & Branding BROADFEED by Organic

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Industry Advertising agencies, Business equipment & services
Media Design & Branding
Market United States
Agency Organic
Copywriter Alex Waxman
Producer Meredith Kazaras, Tracy Parker
Released March 2011

Credits & Description

Category: Offline Digital Design
Advertiser: ORGANIC
Date of First Appearance: Mar 12 2011
Entrant Company: ORGANIC, New York, USA
Entry URL:
Concept & Strategy Lead: Dan Neumann (Organic)
Creative & Design Lead: Sebastien Monney (Organic)
User Experience Lead: Fang Yu-Lin (Organic)
Technology Lead: Phil Dokas (Organic)
User Experience Designer: Amy Hung (Organic)
Producer: Tracy Parker (Organic)
Copywriter: Alex Waxman (Organic)
iOS Developer: Felix Khazin (Organic)
iOS Developer: Ryan Mannion (Densebrain)
Producer: Meredith Kazaras (Densebrain)
Developer: Shwe-Lee Tsao (Organic)
Developer: Daniel Cho (Organic)
Visual Designer: Gretta Krechmaras (Organic)
Visual Designer: Millie Sensat (Organic)
Measurement: Stephen Murray (Organic)
Visual Designer: Daniel Silva (Organic)
Visual Designer: Jason Lin (Organic)
Developer: Robert Lerchenfeld (Organic)
Media placement: Native IPad Application - ITunes App Store - March 12, 2011 - Ongoing

Describe the brief from the client
We were tasked to create an application that would demonstrate the agency’s thought leadership in tablet user experience design and social media integration.

Describe the challenges and key objectives
To develop a native application for tablets (iOS) that take explicit advantage of the platform’s unique strengths and format. We also wanted to ensure that the design utilised multitouch gestures in an intuitive, easy to learn fashion, as well as ensure that the application’s design was clearly differentiated from competitive applications.

Describe how you arrived at the final design
We started with multiple design directions and let user testing dictate the final visual design, interface and gestures implementation. BroadFeed’s primary goals were ease of content browsing through different lenses such as Editorial or Image views, and delivering a good “clean” reading experience to the user. The design had to be intuitive, responsive, and mostly stay peripheral, sometimes even completely out of the way of the reader’s experience. In this spirit, branding has been kept to a minimum and only appears on initial launch of the app.

Give some indication of how successful the outcome was in the market
BroadFeed was officially launched on March 14th, to positive response on Twitter and resulted in equally well received news coverage in ReadWriteWeb, Creativity Online, MediaPost, The Next Web and VatorTV, to name a few. The application has been downloaded at the App Store a total of 8,600 times, raising $8,514+ for charities including the American Red Cross, which has been playing a critical role in the disaster relief efforts of the Japan earthquake and Pacific tsunami. The news has been picked up via Twitter with upwards of 2,456 tweets.