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New England Baptist Hospital (NEBH) is a local Boston hospital built on more than a century of experience that offers nationally recognized expertise in orthopedic surgery. Genuine’s mission was to showcase their exceptional blend of superb patient care and advanced medical knowledge through a dynamic, authentic new site.
NEBH’s dated web site had developed various cracks in its foundation from the functionality to the site architecture, resulting in a highly inaccurate portrayal of their nationally acclaimed work. In other words, the old site had flatlined and needed an overhaul to reflect the esteemed hospital they had become.
To emphasize a more personal approach, we prominently featured authentic patient testimonials on the home page (with real patient photos shot at Genuine’s studio) for new visitors to explore along with and clear calls to action. The “Find a Doctor” experience allows patients to quickly locate a doctor that matches their needs, while a custom designed infographic walks users through every step of the Baptist journey – making the new patient experience accessible and painless. Lastly, a slick and fast-loading new content management system allowed the NEBH team to manage its own content without IT support.
Finlandia Cheese, maker of the finest all-natural deli cheeses, wanted to augment an upcoming OOH campaign with a new website to raise brand awareness and close the gap between Finlandia prospects and consumers.
Genuine was tasked with leveraging existing creative for Finlandia’s Out of Home campaign (set to launch at the same time as the website) to develop an interactive web presence that encourages user engagement and amplifies sales.
By creating an elevated cheese exploration experience packaged in a well-rounded campaign, we conveyed Finlandia’s passion and expertise when it came to cheese making. Users can explore recipes (filtered by cheese type) as well as submit their own favorites. The website is also home to a Cheese Locator that allows users to track down Finlandia products nationwide, Finlandia’s newsletter, and opportunities to share and connect on Facebook.
Launching simultaneously with the website and OOH campaign, we ran a six week Facebook and Paid Search campaign to drive additional traffic to the site and increase Finlandia’s Facebook following. Facebook posts aimed at driving awareness coupled with special-offer coupons worked to strengthen brand equity and grow their consumer base.
The Tufts University Office for Technology Licensing and Industry Collaboration (TTT) needed a web presence that not only reflects the passion, hardwork and collaboration that occurs at their offices, but also reinforces Tufts’ reputation as an innovation engine and leader in the market.
The primary objective of the Tufts Tech redesign was to introduce a new online experience for the Tufts Office of Technology Licensing in order to establish Tuft’s reputation as an innovation engine and leader in the market to both internal and external audiences. The Tech Transfer Office is within the upper echelon within the industry and their web presence needed to show just that. Investors and inventors alike use Tufts Tech Transfer as a platform to connect, so this new redesign needed to allow these audiences to find what they need to get started.
TTT’s passion for innovation, breakthrough inventions and successes combined with Genuine’s digital strategy redefined its web presence. Genuine and the TTT team met face to face through a series of in-house brainstorming sessions to rework the user experience and hierarchy of content across the site. Genuine was able to help breath new life into TTT by exploring a modern magazine inspired layout which allowed the site to create a sense of story emphasis and visual flow.
Genuine’s approach to building mobile websites and applications is to drive the user to action. Simply optimizing an existing website and replicating its content for mobile devices are not enough – in fact it often times is just too much.
Many of Sullivan Tire’s customers need auto service or tire repair at a moment’s notice; when they’re on the road and in a pinch. To cater to this audience, which relies more and more on their smartphone, Sullivan was looking to create an easy-to-use experience for users needing to quickly access geo-targeted contact information for Sullivan Tire’s growing line of stores.
With quick access to pertinent store info paramount, Genuine created a mobile website that allows users to get from the home page to on the phone with a Sullivan Tire store location in just two clicks. A user can also easily get driving directions to any store, contact Sullivan’s call center, and access exclusive sales available only on the mobile website. This Specials section has laid the foundation for mobile advertising campaigns that enables the user to receive discounts using e-coupons that can be redeemed in store at the point of purchase.
Sullivan Tire saw a 20 percent increase in calls to specific locations after the mobile site launched.
A Collections Catalogue Worthy of the 21st Century
The Museum of Fine Arts (MFA) taps Genuine with its new Collections initiative, the end goal being the creation of an intelligent, iPad friendly application that would showcase the Museum’s American Painting Catalogue.
The MFA not only wanted to feature its American Paintings Catalogue, but any future catalogues to come. Genuine was tasked with the challenge of developing a flexible system shell that could handle future collections while integrating seamlessly with The Museum System (TMS), an external database of Collection’s Image and Information Storage.
Cleaning product megabrand Lysol taps Genuine to put emphasis on their new product, the No-Touch Kitchen System, and complement the homepage design we built for them with a creative reveal to an interactive gaming experience.
Lysol’s goal was to shift the focus on brand’s home page to their product line given the debut of their No-Touch Kitchen System, a gadget that lets Lysol customers wash their dishes and kitchen surfaces without spreading dirty fingerprints throughout the kitchen. Genuine’s challenge was to showcase the new product on the homepage and create an interactive experience that would inform new customers.
To make the No-Touch Kitchen System front and center, Genuine devised “The Lysol Undercover Challenge,” an immersive Flash-based game that lets visitors play hide-and-seek with dirty fingerprints after watching videos of family members from the related Lysol commercial clean the kitchen using Lysol’s new product. To access the Flash game, visitors literally peel away the Lysol homepage to enter the audiovisual experience, using the mouse-as-magnifying glass to spot hidden fingerprints.
Imprivata, a worldwide leader in enhancing care delivery with fast, secure access to patient information, tapped Genuine to re-ignite their web presence so that it better matched the company’s personality, customer service, and technical know-how.
Imprivata wanted to stand out against the staid look and feel of other B2B websites and attract new inbound traffic through a compelling design that was easy to update without technical expertise. The company wanted to get across its central selling point–“No Click Access” to secure information—in such a way that the design and implementation of the site embodied Imprivata’s core offering.
Drupal 7 served as our CMS of choice, powering the administration of content-managed customer spotlights, news, and awards. To make “No Click Access” a digital reality on Imprivata.com, we employed a single-page scroll technique called parallax, which allows for multiple layers of information to move independently in the two-dimensional browser space. With the fullscreen parallax effect, we laid out Imprivata’s process using infographics, slideshows, and an interactive map.
Taking the Admissions department’s vision of the video to the bleeding edge of the Web-video convergence, Genuine delivers a final product that Andover students dub “totally legit.”
The goal for the Andover admissions video was straightforward: Tell real stories to attract smart, community-conscious prospective students while helping accepted students with the transition process. What Genuine brought to the table was an expounding on Andover’s vision that the prep school never anticipated: a fully interactive video documentary called Andover Walkabout.
Our interactive ventilator simulator is not only training doctors and nurses around the world, it’s saving lives. Users can be trained on how to use life-saving ventilators by diagnosing patient symptoms, interacting with a virtual ventilator and collaborating with other medical professionals around the world.
Around the world, doctors and nurses in remote areas were facing a very serious problem: children were dying due to the improper use, or lack thereof, of breathing ventilators. Needless to say, this was one of the most serious and time sensitive client challenges Genuine had ever faced.
Genuine’s interactive ventilator simulator is the perfect balance of information and engagement. In addition to providing users with a comprehensive overview of the ventilator’s functionality, the simulator also provides them with actionable scenarios that provide the opportunity to learn from mistakes without serious consequences. By connecting users in dozens of different countries with one gamified application, we are speaking the universal language of hands-on experience and helping save the lives of countless children.
Combining animation, video, images, sound and an overflow of creativity, our disruptively fun website provides experiences that appeal to Millennials. Getunreal.com is structured with modular interactive experiences that encourage users to share multiple chapters of Unreal’s story.
Unreal came to us with a challenging proposition: help launch a brand new product without the aid of paid media, while simultaneously winning the hearts of one of the most cynical demographics out there (Millennials).
Genuine’s Unreal website employs a modular style that is conducive to the high-sharing tendencies of our young and nimble target audience. We also leverage a handful of celebrity partnerships to create shareable videos that generate both awareness and credibility for Unreal’s fledgling status. It’s only appropriate that an unconventional candy company should get an unconventional web design, and that’s exactly what Genuine has delivered.
Titleist taps Genuine to deliver a bigger, more valuable mobile experience that showcases the ultimate golfer toolkit for its brand loyalists.
Titleist’s goal was simple: Deliver a powerful iOS app for iPhones and iPads rich with interactive features that provide brand fans an engaging experience. Keeping the primary aim of the app—utility—in mind, we set out to design an array of features that encompasses everything from social media to interactive product selection.
The Titleist mobile app is loaded with features including an interactive Titleist Golf Ball Selection guide, a “My Game” experience that allows users to track key stats of their own golf games, PGA Tour player pages with up-to-date statistics, an expansive video library, and a weather widget. Another key feature is the Swing Comparison Tool, which allows users to compare their swing to that of a Titleist Brand Ambassador through iOS’s AVFoundation. Pages about equipment allowed users to learn more about the family of Titleist products while a built-in Golf Shop and Fitter Locator powered by CoreLocation and MapKit provided handheld support for finding all of Titleist’s products and services.
Finally, the social component of the app enables users to create a personalized feed and stay connected with all Titleist social channels to get the latest news and updates.
Shire was tired of everyday, uninspired brochureware; instead, our pharma client was interested in opening a dialogue with its audience to create a very niche community for people who genuinely need the attention. Genuine’s challenge was to introduce these rare diseases to the lay reader with helpful resources while providing specialized education to healthcare professionals.
Shire was tired of everyday, uninspired brochureware; instead, our pharma client was interested in opening a dialogue with its audience to create a very niche community for people who genuinely need the attention. Genuine’s challenge was to introduce these rare diseases to the lay reader with helpful resources while providing specialized education to healthcare professionals.
The focus of the new Brave Community was to provide comprehensive information and resources for all audiences on each disease condition. By customizing an instance of content-management platform, we enabled registered users to filter news feeds, share stories with each other, and sign up for an email newsletter with monthly updates about each of the conditions from behind the Brave Community login.
On the public-facing end of the website, visitors can read complete overviews of each disease, with in-depth information on everything from symptoms and day-to-day management of the disease to the genetics of the condition. For healthcare professionals, a wealth of specialized resources available on the website include disease modules, slide decks, case studies, and downloadable content to help providers better identify and provide care for each rare disease.
Fancy trappings and whiz-bang functionality are all well and good, but if you can’t get your consumers to identify with your product, no amount of digital posturing can save you. Boston Medical Center HealthNet Plan (BMCHP) hired Genuine Interactive to deliver a new look that creates a perfect correlation between the uninsured and the not-for-profit’s product line.
Not-for-profit managed care organization BMCHP had two main goals for their redesign: they needed to make it easier for the uninsured to self-select the best subsidized health insurance plan for themselves and their families and debut a new, commercial insurance product aimed at small businesses and brokers.
Genuine biggest challenge in drafting BMCHP’s new look would be to clearly articulate differences between the not-for-profit’s three health insurance product lines—MassHealth, Commonwealth Care, and Employer Choice. The new look is friendly, clean, and straightforward and uses human photography to help users identify with each product, making the integration of BMCHP’s new Employer Choice / Commonwealth Choice insurance for small businesses seamless.
Central to managing the user’s clickstream was the development of the BMCHP Eligibility Quiz, which serves as a virtual guide for the uninsured who want to become educated about the complexities of subsidized health insurance. Instead of trekking to the BMCHP medical center or sifting through the state’s lengthy eligibility requirements on paper, users can click through the Eligibility Quiz and determine which of BMCHP’s insurance products meets their needs by simply answering a few questions.
When it comes to driving sales on the social Web, the run-of-the-mill contest giveaway isn’t going to cut it. And even with a stellar prize like the NFL Sunday Ticket to award, DirecTV wants to hedge its bets. Genuine takes the reins of their Ultimate Displaced Fan platform to deliver an engagement environment like no other.
Always on the lookout for new sales drivers, DirecTV wanted to improve its annual NFL Sunday Ticket giveaway platform, Ultimate Displaced Fan (UDF). The satellite TV provider caters to existing and prospective out-of-market subscribers through its exclusive NFL Football Package, which provides a plethora of enhanced football content in a device-agnostic framework. Genuine’s challenge was to boost sales for the NFL Football Package via the reinvented UDF platform.
The Ultimate Displaced Fan platform is a highly modular, PHP-based custom CMS that allows out-of-market NFL fans to sign up as contestants for the NFL Sunday Ticket contest. For the 2010 and 2011 iterations of UDF, we wanted to bring new life to the site’s look by making the platform more exciting for NFL fans. UDF’s administrative interface enables DirecTV and its PR affiliates to moderate and evaluate entries without leaving the site, while an array of voting features and Facebook integration tools on the front end enable contestants to rate entries based on quality and other criteria. From a systems perspective, we ensured that the UDF platform was built in such a way that DirecTV can reuse the CMS for campaigns from year to year by simply styling the front end.
Above and beyond UDF’s lead capture functionality, the platform is littered with analytics markers that enable Genuine’s Digital Media team to monitor performance and inform the strategy for future social media campaigns, such as DirecTV’s Quarterback Challenge and Snowballs of Flurry Facebook games.
SurveySpot, already a player in the online market research industry, collects data from thousands of users to serve big businesses across multiple verticals. But SurveySpot needed a way to slice up their demographic on the fly, so Genuine got to work on building a system that could do just that.
SurveySpot wanted to refresh the outdated look of their outdated survey website, as well as expand its functionality so that the website could function as a multi-instance application. Extracting value from SurveySpot’s audience involves seeking out and engaging with more and more narrow markets, so SurveySpot needed Genuine to extend their system so that it could deploy entirely new, consumer-facing instances of its front end all the while interfacing with a third party subscription database that stored consumer data.
By working with the Sitecore CMS in the .NET programming language and the VODCA framework, Genuine drafted a sophisticated integrations plan that involved hooking up the SurveySpot registration system with the brand’s existing third party repository for subscriptions. We designed the back end to rapidly sync with outside data sources while building multiple layers of system performance redundancy to handle the thousands of users whose interaction with the site could create crippling stresses on the entire system. Finally, we created an automated system deployment framework that allowed SurveySpot administrators to create new instances of the SurveySpot parent.
The end result was a two-click interface that made slicing up their consumer demographic a painless process. SurveySpot administrators can now deploy new instances of their survey collection website while sending all their data to the same centralized repository.
One of the dangers major corporations face, especially in consumer packaged goods, is “brand sprawl” on the Web. Just like uncontrolled city growth in analog urban sprawl, the presentation of product lines gets out of control, and cross-promotion and conversation rates suffer as a result. Ahead of the game, Reckitt-Benckiser Foods (RB Foods) tasks Genuine with redesigning French’s Food Service for smart growth.
Consumer packaged goods superpower RB Foods needed to restructure French’s Food Service, the umbrella website for its condiment brands. In addition to clearly delineating the benefits of each brand’s product line to restaurant operators while keeping navigation between brands simple, RB Foods sought to dynamically cross-promote its products and improve overall conversion rate.
Genuine started the French’s Food Service makeover by unifying the three brands’ separate websites under a single visual design that preserved the defining characteristics of each product line. We wanted to communicate the family friendly atmosphere of French’s Foods, the cheeky personality of Frank’s Red Hot, and the Western appeal of Cattlemen’s while keeping the user anchored in French’s Food Service’s overarching interface.
In the “Culinary Center,” we transformed the output of multiple existing recipe databases to suit the French’s Food Service restaurant operator audience, which included indicating values for bulk quantities and increased serving sizes, as well as adding the ability to filter by brand, menu type or type of protein. We made sure the product sample request forms were always one click away. In addition to information about front of house solutions and mixology, the new Merchandising and Rebates sections of the website allow operators to find multi-brand offers. Finally, we created a sales rep finder that enables restaurant operators to locate contact information local to their area.
Putting a face to biopharmaceutical giant Shire’s VPRIV drug means developing an intimate understanding of both the VPRIV treatment options and healthcare providers. Up to the task, Genuine signs on to develop Shire’s public-facing VPRIV web presence as a starting point for the patients and their families.
VPRIV is an enzyme replacement therapy prescription medicine designed for patients of Type 1 Gaucher disease. The complexity of the treatment option posed a challenge unto itself for Genuine to get across clearly and in an attractive format.
Key goals for the VPRIV desktop website included creating a welcoming, easy-to-navigate interface that uses photography of real Gaucher patients to outline the therapy process, providing resources and support for the drug. We chose .NET-based platform Sitecore as our content management system.
“Dressing up” highly technical information for the lay reader isn’t just about designing an attractive look and feel. Our UX experts broke down the wealth of data into discreet linear chunks which enable users to self-identify as either healthcare providers or patients and drill down to exactly the information they need. And accessing the third-party VPRIV Dosing Calculator is a cinch as the app resides in the iTunes app store with full prescribing information and sharing capabilities.
Biopharmaceutical giant Shire maintains a family of websites devoted to the community of caregivers, healthcare providers, and patients for a host of genetic disorders. For the full scope redesign of Shire’s website devoted to the Hunter syndrome, Genuine puts a human face and the power of the community behind scientific research.
Hunter syndrome is a genetically inherited lysosomal storage disorder that primarily affects males. Shire wanted to refreshthe look and feel of their web presence for the disease where patients and parents can connect, gather resources about managing the condition, find healthcare providers, and share their experiences.
Shire’s existing website featured content tailored to help families cope with Hunter syndrome, so Genuine redesigned several sections of the site to better showcase actual Hunter syndrome patients and parents. We also created a special section of the site devoted to all types of healthcare providers who may deal with the disease that provides introductory data about diagnosis and numerous case studies illustrating common signs and symptoms to recognize in a patient with Hunter syndrome.
Educating an audience can and should be entertaining. DIRECTV takes this approach to learning with their sales reps to improve their key selling tactics, and Genuine provides the edutainment tool to make the experience possible.
DIRECTV wanted a new way to train its 20,000 sales reps across the country. Historically, DIRECTV’s training sessions were just that—boring training sessions. Genuine knew that better-educated reps make for a better-educated consumer audience, especially since DIRECTV’s sales reps sell directly to consumers. Genuine had something entirely different in mind for spicing things up.
Traditional training is not entertaining. What DIRECTV needed was edutainment. Genuine’s mission was to create active participants out of bored, passive listeners: Our experience would get reps out of their seats with excitement and at the same time educate them about the best way to sell DIRECTV.
Live marketing specialist and Genuine partner IMG LIVE planned to conduct hundreds of these training sessions in person at DIRECTV training centers across the country. Each training session needed to change based on the audience makeup, the time available for the session, and the needs of the center. To that end, Genuine created an entertainment center for the emcee—a touch screen kiosk served up video vignettes of HBO and Showtime synopses and digital emcee counterparts who answered the real reps’ questions.
EF Foundation for Foreign Study hires Genuine to help strengthen the bonds of friendship and trust between its student and host family clientele through a redesign of its website. Our thoroughly usable new infrastructure extends their reach.
Because student-exchange nonprofit EF Foundation for Foreign Study established a solid reputation by pairing over 90,000 students with host families around the world, they wanted their new web presence to reflect the expansiveness of their efforts. Genuine set out to renew the site with a powerful pay-per-click campaign and educational videos that delve into the eclectic background of their multilingual staff.
Central to the redesign was our emphasis on organization and conciseness with respect to IA. We wanted to create an easy-to-use overview of students available in the system. To that end, we developed a dynamic search filter that allows users to search by student demographics and personal interests.
Each country page provides a wealth of regional data and a selection of subtitled videos presenting EF employees speaking in multiple languages. We also launched an extensive pay-per-click campaign to drive traffic to the new site.
Genuine’s comprehensive redesign of Boston Children’s Hospital helps bring its world class researchers and their discoveries to the forefront to show the world the innovation that comes out of the hospital.
Boston Children’s Hospital wanted to showcase its science-driven care in a way that was more welcoming to parents and prospective employees. But this simple trajectory for the redesign meant a serious undertaking for Genuine Interactive. Boston Children’s Hospital is not just one of the world’s leading pediatric hospitals, it’s one of the world’s leading research institutions producing inventions, drugs, instruments, and research that extend outside of the world of pediatrics, and so Genuine needed to capture the full scope of the hospital’s efforts in digital form.
Rather than focusing on building an online brand around the institution itself, Genuine turned its focus on the people within the organization who make it special. We created a home page that features world-changing Boston Children’s Hospital inventors as well as their inventions in an XML-powered Flash carousel. Our goal was to think about the site more as the cover of Time rather than the front page of your average website.
We also created the TIDO Invention Database to help Boston Children’s Hospital keep its inventors and researchers fresh in the minds of venture capitalists. The database opens a continuous line of communication between Children’s TIDO office and potential partners. This custom-developed application is designed to let partners easily search for inventions and researchers through a number of criteria. The active filtering allows the partner to change criteria and change results in real time.
When visitors come to Plimoth Plantation to learn about Plymouth Colony’s living history, the visit takes place in a highly experiential learning environment. Plimoth Plantation hires Genuine to recapture that experience in Plimoth’s new website.
Plimoth Plantation had an array of objectives when it came to the redesign of their museum’s website, chief among them to motivate micro-donations from younger donors, provide an educational resource for students and teachers, and enable visitors to plan their visit to the museum. To that end, Genuine’s strategy was to build a new appeal and interactivity into the micro-donation process.
Genuine selected Drupal as the CMS of choice for Plimoth’s new website. We wanted to immerse visitors in full-screen, panoramic photos and videos that would reflect the immersive experience that the museum’s theater of the past offered.
The Flash-based interactive donations page focused on illustrating ways visitors could help, from helping students “time travel to the 1600s” to keeping the “Mayflower II sailing into history.” Overall, the website’s clean new look and our slimmed-down IA allowed for a breadth of content that made it easier for visitors to find the information they needed quickly and without losing depth. By carrying over the site’s design into the museum’s Magento-powered shopping cart, we made eCommerce a seamless experience for visitors.
Genuine brings InZone Brand’s kid-friendly products to life in Flash-powered animation and WordPress as a CMS, meeting moms at the “intersection of healthy and fun.”
InZone Brands wanted Genuine to create a visual representation of the company’s motto: “Meet us at the intersection of healthy and fun” for its three kid-friendly consumer product lines: BellyWashers, TummyTicklers, and TummyTickler Tots. With a splash of color and a set of powerful Flash animations, Genuine painted the picture for moms and kids alike.
InZone had a number of value propositions it needed to make clear to its consumers: that its products were designed to be exciting for kids, to make life easier for moms, and to provide a healthful alternative to high fructose corn syrup drinks with many artificial additives.
All of the brand’s websites were built on top of WordPress, making it easy for InZone to update content after the sites were launched. The opening Flash animation prominently featured InZone’s products in a fun animation that emphasized the products’ key features. To open a dialogue with the brand’s target audience—moms—we created video testimonials from real consumers, called attention to the products’ nutrition facts, and set up a photo gallery for moms to submit photos of their kids to the brand. In the “For Kids” section, InZone included coloring sheets and an archive of all its product toppers.
If we’ve learned anything from Google, it’s that search should be simple. So when Genuine approached designing the mobile version of Camden’s website, we focused on making Camden’s site search even simpler, while enhancing the user experience with GPS technology.
Genuine helps Camden go mobile by creating iPhone-specific and WAP versions of its tightly integrated search, as well as a convenient portal for current residents to make maintenance requests and pay rent via their phone.
We knew in the mobile design we’d need to maximize space for the properties’ visuals while preserving the brand aesthetic of the desktop website. We decided to use color and subtle navigational elements to help alleviate confusion for users and guide them through the app.
By utilizing GPS technology, Genuine was able to quickly deliver location-relevant apartment listings in a slim user interface. We focused on streamlining the search submission process by limiting search fields to only absolutely necessary items. Within the results listing, we provided users with efficient sorting options and reduced listing attributes to streamline comparison shopping.
Our new look for the MFA opens the doors for engagement with the museum’s complete art collection. Visitors can browse recent acquisitions, curate their own collection, tweet about the new Art of the Americas wing, and much more.
In redesigning the MFA website, Genuine wanted to capture the sheer size of the museum and its extensive collections in the user experience. The MFA wanted their new website to reflect the very personal, awe-inspiring experience visitors of the museum share when interacting with its collections. We did this through powerful photography, engaging full-screen video, and a clean, navigable user interface that encouraged exploration.
The museum experience is an interactive experience, so user interaction was a big part of the redesign. On top of implementing a comprehensive search that enables visitors to access all the museum’s artwork online, we carefully categorized all the museum’s collections to make it easy for visitors to find artwork. We also empowered visitors to tag individual pieces, store collections in their My MFA Account, and share artwork with the social web.
Genuine brings Aircuity’s air quality monitoring product to life through immersive 3D infrastructure, capturing the awe of visitors who make their way through the virtual environment’s video-powered city.
Indoor air-quality monitoring company Aircuity sought an agency who could translate the technical language in their product messaging into an unforgettable experience that visually demonstrated what their technology was all about. Genuine had a few tall-order ideas in mind.
Instead of laying out the effect of Aircuity’s technologies on infrastructure in two dimensions (as you’d expect from a two-dimensional website), we thought it’d make more sense to build Aircuity’s virtual infrastructure in three dimensions just like the real thing.
To that end, we deployed an interactive, 3D virtual city full of video testimonials that explained the benefits of Aircuity’s technology through a completely audiovisual experience. Add to this that all of the website’s content is fully customizable by Aircuity in WordPress, an easy-to-use content-management system for non-technical users.
LYSOL® set out to clean up its image by building a community of health-conscious moms around its brand. With Genuine’s help, the popular cleaning product innovator launched a comprehensive redesign of its web property.
LYSOL® wanted a new user experience that would reach beyond its product line and soften its harsh, germ-destroying messaging. Genuine’s rebranding effort would also need to interface with LYSOL’s® other marketing agencies in order to ensure the cohesiveness of its campaign. In our rebranding effort, we created a community of health-conscious moms to make it easier for consumers to connect with the brand.
In the redesign, Genuine used softer whites and blues and a flowing ribbon element in the header to make the site appear more welcoming. We incorporated lots of visual feedback in the site’s search functionality, a geographical cold and flu tracker so consumers could stay ahead of the cold and flu season, and a wealth of health, cleaning, and disinfecting tips in the site’s Healthy Families section.
The intended persona for the website was new and expectant health-conscious moms, so we had LYSOL® partner with well-credentialed health professionals to provide a forum-based community where visitors could ask cold and flu-related questions and receive real answers. LYSOL® also started its “Mission for Health” initiative, a philanthropic front which promotes healthy habits in schools, provides child-rearing advice for new moms, and works with Save the Children to create safe havens for children in disaster situations.
We all know a really effective shopping cart can only take you 50% of the way, because customers still have to find you. Walpole Woodworkers sheds its yesteryear platform and taps Genuine’s Online Marketing team to make its cart a shining beacon for home goods on the Web.
Walpole Woodworkers prided itself on its fine degree of control over the consumer lifecycle of its products, from manufacturing to point of sale to delivery. Genuine’s challenge was to provide the home goods supplier with a website that afforded the same level of control over online orders.
Genuine migrated Walpole off its old ColdFusion installation and installed popular eCommerce software zNode to interface with a third party database of over 2,000 of the company’s products. Our redesign featured a wealth of product photos and a faceted on-site search that enabled visitors to apply very specific filters to get targeted results.
Our Online Marketing team worked closely with development to set up a paid search marketing campaign that would take advantage of the site’s new search-engine friendly architecture.
Genuine reinvents Tribe’s look by speaking to the hummus-loving passion of its senior staff while showcasing a wholesome community of friends of organic food.
Massachusetts-based Tribe® Hummus needed a new look and new messaging to get across the value of its all natural hummus product. Genuine timed the launch of the site (which we built in popular open source platform Drupal) to follow up the release of their newest product, the Tribe Origins™ organic line, and chief among the goals in the redesign was to represent the product’s wholesome authenticity.
To establish a strong foundation for the brand’s digital presence, first Genuine needed to anchor the company’s social media properties in the website and build a community around its recipes.
We told the story of Tribe in vibrant summer colors, high quality product photography, and animations of the fresh ingredients that go into Tribe’s hummus. Tribe also wanted to showcase the passion of its senior management, who have extensive backgrounds in food prep and distribution. To this end, Genuine created an attractive Ask the Tribe Q&A that featured the staff’s stories.
Smart ideas often start small and germinate into greatness. Tharpe Robbins hires Genuine to breathe new life into the corporate awards and recognition space.
Tharpe Robbins’ unique position as the company for “managed recognition”—a business-to-business service that establishes programs for employee recognition—required a very unique creative approach, and Genuine was up to the challenge. We started with a single idea—that one act of appreciation can lead to a chain of positive results—and took off running.
TharpeRobbins didn’t want to be another boring B2B bloated with stock photos. Instead, they wanted a vibrant web presence with an uplifting image that matched the positive attitude with which they approached driving employee performance in their client’s businesses.
To that end, Genuine developed a Flash-powered 3D animation that opened with butterflies lifting their messaging into the skies. This butterfly effect became a powerful image behind the site’s messaging, which was reinforced by video of employee interviews and clean copy.
Genuine edutains MassMutual’s sales prospects in an immersive, 3D “virtual visit” environment, which we film in the rotunda of the company’s headquarters.
Often, the end result of the convergence of the Web and video is edutainment, one of Genuine’s specialties. MassMutual enjoys a nationwide reach, but when it comes to flying over their prospects to experience a sales presentation in person, the reach can hurt with massive travel budgets. Enter Genuine and a 3D “Rotunda” project.
The Retirement Services team at MassMutual wanted to save money in travel expenses by creating a virtual visit microsite that contained an interactive, video-powered sales presentation. We headed on over to MassMutual’s headquarters, and filmed their staff in the company’s beautiful rotunda, which became the 360 centerpiece of the tool.
By clicking through the three-dimensional space, prospects can visit different halls in MassMutual and engage with virtual sales agents, who provide chaptered video presentations one-on-one with the user. The end result is a face-to-face experience with personalities from MassMutual from the privacy and security of your own office, without the bad airplane food or hassle of checked bags.
In search of a new digital foundation to position its development enterprise, Gilbane Co. hires Genuine to add a human element to the mix.
Development titan Gilbane wanted to give a human face to its corporate infrastructure that went beyond a simple showcase of its development projects. Genuine’s challenge was to build a portfolio with a breadth of content without losing Gilbane’s focus on prospects, current customers, and potential employees.
Genuine’s Motion team set the tone for Gilbane’s new look by engineering a radically dynamic, full-page flipbook experience in Flash. Each panel of the opening animation features stories from Gilbane employees on important corporate values, from client advocacy and sustainability to safety.
We wanted Gilbane’s new website to not only enrich the brand’s image with a bold visual design, but provide a consistent, easy-to-navigate user experience that put the emphasis on content. Users can browse Gilbane’s extensive project portfolio, which illustrates each project in an attractive photography-driven case study format.
Every brand wants to be in its consumers’ pockets, but without providing utility at their consumers’ fingertips, they’ll just be gathering lint. That’s why when Frank’s® RedHot® turned to Genuine to come up with an iPhone app for their beloved hot sauce, we created a tool their consumers couldn’t put down.
Frank’s® RedHot® wanted to drive product sales during its key seasons and saw an opportunity to provide utility to its fans. Frank’s® also needed to build its consumer database to enhance its reach to more specific niches within its market while providing a fun, interactive way to interact with the brand via mobile devices.
Genuine decided to build an iPhone app that would allow users to tag wing restaurants and bars that use Frank’s® RedHot®.Fans could invite friends from the app for wings, browse reviews about the locations, and use various filters to search. We also focused on providing sharable hot sauce recipes (18 wing recipes and 32 classic recipes) for key tailgating and sports seasons through the app.
The Frank’s® RedHot® website is a killer combination of video, mobile, and social media sharing.
King of hot sauces Frank’s® RedHot® was due for a complete re-envisioning of its web presence, and the company’s reputation as a beloved national supplier preceded it. Genuine’s task was to transform the brand’s aging web property into a shiny new hub for its social media efforts, mobile content, and engagement with its loyal fans. We created a new site from the ground up on top of the Zend framework, with integrations from Twitter, Facebook, and a custom database containing a wealth of RedHot® recipes.
Genuine’s lively new look captured the feeling of the brand’s “I put that sh*t on everything campaign” in front-and-center Flash video, which featured as its mascot the spunky (albeit fictional) septuagenarian “Ethel Herbert.” At the center of the redesign, we created an extensive database of Frank’s® RedHot® recipes from the brand’s celebrated product line that visitors can share with friends and family.
To open a more focused conversation with RedHot® fans, we engineered Twitter contests onsite and delivered an editorial calendar of Facebook conversations to drive leads. We also created a tailgaiting section devoted to usage tips for seasonal sports, and then tied that focus into our mobile efforts through a powerful Wing Finder App that enables visitors to locate wing restaurants across the country.
Genuine gives Boston Children’s Hospital the tools to educate the world about stem cell research, highlight Boston Children’s Hospital’s contributions to science, and position the hospital and its researchers as thought leaders while encouraging donations to fund future projects.
The Stem Cell Program at Boston Children’s Hospital had a mission unlike any institution in the world: Educate the public about the nature of stem cells while encouraging donations from visitors to fund research. Genuine sat down with Children’s stakeholders to design a content strategy that would corral the hospital’s library of data into web-ready chunks of content.
Genuine developed a content strategy to sieve out of a mountain of heavily technical articles a set of documents that would serve as an educational guide to laymen, concerning science of stem cells. Using WordPress as a CMS, we created a site that incorporates both emotional testimonials of stem cell patients in text and informative explanations of the nature of stem cell research by doctors in Flash-based video presentations. An XML-driven front page Flash carousel houses an engaging video introduction to the program.
In addition to the educational purpose of the website, the website was designed with strong “Give Today” calls-to-action to attract philanthropists to become benefactors of the project.
This international travel company needs a boost, so Genuine jets in and rockets GCT into the twenty-first century. Here’s how we helped grow the company’s platform.
Grand Circle Travel had attracted a large base of repeat customers with huge brand loyalty, but their existing website was not attractive, provided no way for customers to search for specific trips, and was difficult to navigate. Genuine’s challenge was to rebuild GCT from the ground up and to help travelers explore GCT’s amazing tours with ease.
Genuine’s first step was to zero in on GCT’s older demographic with usable IA and a powerful, comprehensive, site-wide search. Our extensive work on IA helped direct users to valuable information quickly, which increased sales and client engagement. As a result of the new website, GCT saw improvements in overall visits, an increase in time spent on the site, and an increase in returning visitors.
Genuine launches a cute iPhone App on Valentine’s Day to bring NECCO’s viral campaign to life: Users share boxes of virtual sweethearts containing custom messages, and post their creations on Twitter. A Genuine crowd pleaser.
As part of their 2009 Valentine’s Day campaign, NECCO refreshed their Sweethearts candies with new flavors and colors, and wanted to showcase their updated product in an exciting new way. Genuine’s challenge was to create a fun iPhone app out of the convergence of social media, Web, and mobile.
NECCO’s new iPhone app was one of the first on the iPhone market to directly integrate Twitter into its functionality. We enabled users to share a custom box of virtual sweethearts with their special someone, and then tweet the box to their friends.
The deceptively simple app had far-reaching effects and the campaign went viral. Twitter showcased NECCO Sweethearts in their App Store, celebrities like Ashley Judd and Vince Gill were tweeting their custom boxes, and the resulting usage metrics largely exceeded NECCO’s expectations.
When you have lots of audiences and only one home page, how do you decrease bounce rates and avoid the dreaded “Who are you?” approach to home page IA? Genuine spearheads ASA’s web redesign effort to develop a unique approach to home page persona segmentation.
Serving multiple audiences with very different goals can create a home page “turf war,” where different segments of companies engage in mortal combat for that valuable front-page real estate. Genuine didn’t want the outcome of this struggle to result in a home page jammed with irrelevant content, busy call outs, and house ads, because the impact on usability would be a high bounce rate due to the confused user’s divided attention.
Careful research was central in redesigning ASA’s website. In order to rebrand ASA, Genuine had to fully understand ASA’s audience, their fears, and their motivations. We knew this would involve cultivating deep insights about ASA’s audience through user testing and persona development.
Genuine partnered with Bentley University to survey 100,000+ students with educational loans while conducting focus groups and running usability tests in order to develop new, user-friendly IA. In order to help the user self-select and dig deeper into the site, we created an innovative quiz that immediately seized control of that coveted first-click. In a few seconds, the user self identifies in an engaging fashion and is delivered to the internal page based on their user goals and persona. We transformed ASA into a warm, helpful guide for students struggling with loan debt by directing the site’s content strategy and reorganization. The end result was a comprehensive wealth of well-organized information architecture.
Sullivan Tire’s bold new interface underscores their ever-present, ready-to-go attitude. But Genuine wanted to back up the look with a powerful new tire search driven by the needs of Sullivan Tire’s consumers.
Sullivan Tire needed two key features to succeed on the Web: a powerful online pricing and lead generation tool, and a more robust method for searching for tires online. Genuine also saw an opportunity to strengthen the tire company’s web presence through enhanced online marketing.
Just as Sullivan Tire’s needs were twofold, Genuine’s approach was two-pronged: We provided an engaging and creative new interface for the end user while building powerful integrations in the back end. We featured an interactive, Flash-based, behind-the-wheel front page design and streamlined navigation to guide the user seamlessly from point of origin to intended destination.
Behind the scenes, we optimized Sullivan’s tire search functionality to improve speed and efficiency, while creating an online tool that provides a tire diagnosis in real time. Our back-end developers created a LINQ-based searching and filtering module that queried a cached dataset in .NET which we parsed nightly into an XML dataset. Our goal was to cater to users’ needs by minimizing distractions and maximizing usability through carefully designed site architecture.
Genuine helps CamdenLiving’s web property personify its “Living Excellence” messaging by offering a powerful site search for apartment hunters and an attractive careers showcase for prospective employees.
Camden had two goals in launching CamdenLiving: to showcase their property portfolio and to attract prospective employees to join a company culture Camden prides itself on. Genuine saw the two aims as not only congruent, but complementary.
Camden’s deep appreciation for its employees and its emphasis on a strong company culture were key values around which the company wanted to build its web presence. But Camden also had to serve its primary audience at the same time: apartment hunters looking for a place to live.
To balance these goals, Genuine created a friendly, easy-to-navigate site powered by Flash-based maps and the Bing search engine. The simple, yet powerful apartment search feature makes drilling down to individual listings a matter of three clicks. We enhanced each listing with photo galleries, neighborhood overviews powered by RentWiki, and extensive floorplans, leaving nothing to be desired. And to top it all off, Camden is 508 compliant, making surfing the website for visitors with accessibility needs a breeze.
Luxury real estate means more than just searching for the best place to live: it means investing in a lifestyle that gives you comfort and makes you feel welcomed. So Compass hires Genuine to give their website new life and capture the enjoyable experience their company provides to prospective tenants.
Compass wanted to come across to renters as welcoming, easy-to-navigate, and friendly; as a small luxury apartment company with a good customer relationships, Compass already had the track record but lacked the web presence to showcase it. Genuine’s goal in redesigning the company’s website was to tease out Compass’ true nature through a digital makeover.
Genuine made Compass stand out from its competition in several key ways: We built the apartment search feature so that prospective tenants could find properties in only a few clicks, we chose autumnal colors for the visual design to suggest an inviting environment, and we incorporated a wealth of useful information at the property level that answered questions before they were asked.
Chief among these property-level features were extensive photo galleries for each property and Bing Maps-powered neighborhood amenities. We wanted users to feel at home just by visiting Compass’ properties, the information contained within which were each carefully tailored by the company to maximize utility for the end user.
Genuine helps Boston-area music school New England Conservatory create a virtual orchestra where anyone can participate. The digital showcase houses student talent in a living library of YouTube videos.
The New England Conservatory wanted to generate buzz for the university’s brand by defying its image as a strictly conservative and traditional school of music. NEC’s target audience included current and prospective students, alumni, and NEC concert-goers who share an intimate relationship with the culture of the university.
To showcase student talent, Genuine created NEC# (“NEC Sharp”), a virtual orchestra that displayed a curated collection of YouTube clips featuring students playing their favorite musical instruments. The site was developed in open source CMS Drupal so that NEC administrators could easily manage user-generated content. Visitors are able to play the videos in the collection in any order, creating a unique experience for every visit.
FRENCH’S® Mustard sells its product on an all-American narrative about happy, shared moments between family members. Genuine brings this narrative to life by converging the video and Web in an all-new website.
During its “The Skinny on Mustard” marketing campaign, FRENCH’S® opened a dialogue with its consumers that required a central hub on the Web to facilitate the conversation. FRENCH’S® teamed up with Genuine to commit a big chunk of its media budget to online search and display advertising over two years. Genuine’s challenge was to make the most out of the massive traffic directed to the dotcom. Everything we did in the social media sphere needed to support the brand’s #1 objective: Get consumers to buy more product.
Through market research, we learned that 85% of moms who came to the site—a market that made up the largest slice of FRENCH’S® audience—were looking for recipes. So Genuine created a community around the new recipe database with real-time search filtering capabilities and an emphasis on social sharing.
To support the concept of the all-American “FRENCH’S® kitchen,” we filmed FRENCH’S® own chefs cooking recipes and encouraged visitors to participate in the FRENCH’S® Cook-Off Recipe Contest, which gave away $25,000 to the first-prize winner. We also sought to improve recipe dissemination by drastically improving search results on Google for recipe entries and non-FRENCH’S® related searches. Because organic SEO was a main strategy that guided site development and content creation, we created an SEO optimization plan that involved optimizing each of FRENCH’S® 2,000+ recipes individually.
Genuine helps Creat Studios showcase their collection of video games with a stunning Flash-powered 3D portfolio, opening the doors to more clients, more consumers, and more employees.
Creat Studios wanted to revamp their brand with a portfolio that showcased their creativity and passion for creating digitally immersive games. They also wanted to foster social networking and video-sharing to enhance the experience for clients and extend their reach to potential employees.
Genuine created a powerful 3D wheel of games through a combination of Flash wizardry and Papervision3D as the initial front page experience. Visitors could select titles from this 3D wall of games to dive directly into Creat’s portfolio.
Individual titles in the portfolio have sharable widescreen video and interrelated title recommendations, which encourages users to further explore the site. Genuine also devoted a good portion of the website’s infrastructure to detailed team profiles and an in-depth company overview, so as to attract prospective hires to consider working at Creat Studios.
There’s no better example of the video/Web convergence than the Find Your Fast microsite. 3DVIA hires Genuine to drive leads for their game developer conference through an immersive video experience.
3DVIA needed a way to build leads to promote their 3D rendering software as a fast new tool for developers attending an upcoming gaming conference. Your everyday contact form wasn’t going to suffice for 3DVIA’s tech-savvy audience, so they called on Genuine to design an engaging microsite.
Genuine helped the brand signify “fast.” So fast—in fact—that the two actors build the site right before your eyes. The Find Your Fast microsite constructs itself around a green-screened video subject to reinforce the central concept of speed and performance specific to the brand’s product.
Genuine overcame a number of production challenges during the filming, but the end result showcases the lifelike 3D performance of 3DVIA’s product in a fluid, Flash-based environment. Due to the high level of interaction encouraged by the immersive environment, we captured over six times as many leads than anticipated.
Samuel & Associates calls on Genuine to build an immersive digital video experience that captures the essence of eclectic upscale apartment community Fenway Triangle: the speed of life in motion.
New England developer Samuel & Associates describes Fenway Triangle as a “stylish, energetic neighborhood” with an eclectic array of hip must-haves for Boston urbanites. Genuine’s challenge was to capture the energy and excitement of the neighborhood’s fast-paced lifestyle and translate that into an engaging Web-based experience.
One of Genuine’s trademark approaches to rendering lifelike digital experiences is rooted in the convergence of the Web and video. Genuine’s Motion team used Flash to generate a fully immersive digital environment rich with video footage from the Fenway Triangle community.
We also incorporated frenetic, asymmetrical geometries into the website’s visual design to simulate a sense of excitement. And central to the experience is the website’s neighborhood video tour, which features the wide variety of personalities residents may encounter at Fenway Triangle, from doctors to hair stylists to Red Sox all-star pitcher Jonathan Papelbon.
Uniquely poised to conquer the sightseeing cruise market in New England, Boston Harbor Cruises hires Genuine to build a website that personifies its thrill-seeking character. With a little help from our Online Marketing team, Genuine delivers a boatload of ROI and the site pays for itself in a little over a month’s time.
Boston Harbor Cruises had a lot of value to offer its customers, but zero visibility on the web and no way to drive ticket sales online. BHC’s colorful selection of sightseeing cruises needed powerful illustrations and a simple solution for customers to buy tickets. And above and beyond the scaffolding, the company needed a way to consistently drive traffic to the platform.
Genuine built a custom CMS based in .NET as a foundation for the agency’s comprehensive performance marketing campaign, which would ultimately cause BHC to rank in the top three for searches in its industry. We also put together a WordPress-powered mobile site to capture mobile leads, which accounted for 10% of all traffic. Our attractive design featured Flash-powered visuals of visitors on sightseeing cruises. We provided a wealth of information, such as schedule rates, concierge, and candid photo galleries of cruises.
At the same time, Genuine helped Boston Harbor Cruises establish a fan database so it could reap deep insights about its audience to further drive ticket sales.
MassMutual taps Genuine to create a powerful careers microsite built on the genuine personal experiences of its employees.
MassMutual wanted to drive new applicants to a careers microsite, which it commissioned Genuine to build. But with the insurance giant’s nationwide reach, driving quality traffic was central to the campaign’s success, so Genuine decided to add a personal touch to the experience that would captivate many different audiences pursuing different careers in financial services.
Genuine’s Online Marketing team created an extensive, geographically targeted marketing campaign across all major search engines, which included paid search and banner ads.
In order to funnel quality leads into submitting their resumes through the careers site, we filmed real financial services professionals telling their story, and then integrated the video into an interactive carousel of agents on the microsite. The dimension of sincerity added to the campaign by these unscripted personal experiences in the field contribute hugely to the campaign’s success, which ultimately increased total quarterly resume submissions while reducing the cost per resume acquisition.