Understanding that G2G required methods to deliver its content to a primarily millennial audience via the web, social media, and other platforms, Stormhold mobilized its millennials team.
Following a comprehensive review of the industry, the Stormhold team analyzed the competitors: Vice Media, BuzzFeed, Huffington Post.
The approach would be to develop a site that was similar, but unique, offering content and visual metaphor that the competitors did not have.
In particular, the team, working with the client, determined that breaking up each “War Reporting in America” documentary into 5 to 8 minute short-film segments, and delivering each segment over defined periods, would be the most effective method. The key would then be to design a continuously updated news site around that intent and framework.
The information architecture would be somewhat unique; G2G as a startup needed to drive cost efficiency in situations of minimal traffic, but at the same time needed to handle huge spikes of traffic – this required significant architectural planning.
According to Stormhold’s G2G team lead, Tyler Bisset, “We needed to give G2G, as a news organization centering on War Reporting in America, a bold look, with ‘In-Your-Face’ colors, so we chose a red and black in an aggressive style.”
Critical elements included external RSS feed integration with automated attribution, formatting and styling was a cornerstone of the site; creation of an enhanced library capable of curating G2G’s extensive media collection; and animated banners with effects including “Ken Burns Zoom” and parallax scrolling.
Finally, key components included seamless YouTube integration, offering up embedded videos in a responsive-design-friendly format, and social media integration, enabling G2G editors to bidirectionally publish, on an automated basis, between the G2G site and Facebook and Twitter (a very cool custom integration!).