May 13

LAUNCH: Stemcell.Childrenshospital.org


What do you do with a subject that can have an impact on everyone's lives, such as stem cell research, but has such layers of complexity that it's difficult for the general public to comprehend?

You re-tell the story of the science with different tools and with terminology that translates it into concepts that enable others to connect and share.

This was the approach we took with the recently-launched http://stemcell.childrenshospital.org 

We worked with more than a dozen writers, editors, doctors, researchers and administrators from a cross-section of Children's Hospital Boston to build a rich site with more than 90 pages, a 100-term glossary and more than 30 videos that go into detail about the research, the diseases researchers are hoping to cure and the lives this research is already having an impact on.

But we also know you're busy, so the site features a few Stem Cell 101 videos on the home page that review the basics of stem cell research, explain the importance of induced pluripotent stem cells (coming soon!), discuss how stem cells can treat certain diseases and talk about the future of stem cell research with esteemed researchers Dr. George Q. Daley and Dr. Leonard Zon. These videos (totaling eight minutes) are an experience, with animated 3D graphics to help tell the story. Between each video is an opportunity to share each video through Facebook and Twitter. We frequently employ a "microscope effect" in the videos and the flash to fully integrate these videos into the site.

But my favorite part of the site is something that most people can't see, because that has to do with how it's built. With some creative programming of WordPress, our development team built a site that feeds multiple flash-based features, including the home page, the About Stem Cells section and the Research on Diseases section. All with a simple-to-use interface that our client can easily use to update, add pages to and maintain images, text, video and XML-powered Flash.

The power and flexibility of Stem Cells is a story worth telling. Building the site with a CMS that has its own impressive power and flexibility seemed like a natural fit.


Apr 28

LAUNCH: Gilbane

Gilbane is one of the world's largest construction companies and came to Genuine for a digital strategy and site redesign that was reflective of their unique culture and successful projects.

A lot of large companies say "they care" but it usually is not a differentiator because unless you meet them in person, it's empty words.

After meeting with Gilbane, it was very apparent to us that it wasn't about the millions of tons of concrete they pour each year.

It's not about steel or the massive projects they build. Gilbane is truly different because of its people. The challenge became bringing that personality to the forefront so web surfers can get a glimpse of what "Gilbane cares" is really all about.

After all, a company mission is only empty propaganda unless you see it in action. Why? Because too many companies in the world don't really live their mission. And if they do, they don't show it well.

But here I go, telling you that Gilbane really does care when you should be taking a look at the site to see how we bring their personality to life using video embedded into an engaging home page experience.


Apr 09

The Creat Wall of Awesome: Most Awesomest Wall Ever

Creat Studios is an industry-leading game development company based in Canton, MA. At Creat, each employee, from developer to CEO, is a game enthusiast, devoted to future of the console. Creat publishes cutting-edge games for the Sony Playstation Network; in fact, they just announced that their PS2 hit -- Smash Cars -- will be available for download on the PLAYSTATION®3 computer entertainment system. Creat is an official developer for Sony PSP, Nintendo DS, Wii and Microsoft XBOX 360.

For nearly two decades, Creat Studios has been delivering high quality games, so Genuine was pleased to bring their expertise to the forefront in developing their new website. Using Flash and Adobe Aftereffects in combination, Genuine showcased Creat's interactive portfolio in a slick 3D wall, highlighting new releases, game trailers, and developer diaries. To further spread the word of Creat's superb work, Genuine developed a robust games section full of rich media, all the while maintaining SEM best practices and utilizing social networking tools.

We also wanted to ensure that Creat's fans were exposed to the people behind the games. The developer diaries and candid photography included in the careers and company sections demonstrate the passion and dedication behind the team's work.


Mar 11

Woolite and Stacy London help Genuine become a fashion diva

Genuine has a fierce fashion face.  (Growwlllll.)  We know a lot more about fashion thanks to our recent "Find the Look, Keep the Look" project which features "What Not to Wear" star and fashion expert Stacy London.  Everyone from Genuine who worked on the project wore strappy-strappy sandals and cute n’ sporty tops with when working on the project. (OMG we are sooooo cute!)  On Friday’s we wore simple black dresses which should be the staple of ever digital person’s wardrobe. (Obviously, people.  PAlease.)   And we take great care of our fiercest looks thanks to Woolite.  You see? 

Check out the campaign featured in today’s Wall Street Journal thanks to Schneider Associates.


Jan 09

Genuine Site Launch: RBM - The Power Behind the Planogram

RBM Technologies provides a complete in-store visual merchandising management solution that cuts the cost of marketing operations and drives revenue with market specific campaign planning for large retailers.  It allows retailers to more effectively manage in-store marketing with a (very cool) 3D planogram tool.  Genuine's challenge was to quickly grab the attention of busy C-level decision makers coming to the site.  We designed this active home page to give a quick overview of RBM's positioning to draw people further into the site without forcing them to "click and learn."

The new site showcases the many ways RBM eases the complexity of the entire retail cycle- from overall strategy to implementation and analytics. 

Visit www.rbmtechnologies.com to see how Flash can be used to visually show how a product can fit within a retail organization.


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