A+E Networks came to RED Interactive and asked us a question that was as ambitious as it was simple: how can they better own history in the digital space?
Agency: RED Interactive
Design Leadership: Executive Creative Director, UX Director
The Team: Producer, Research & Insights Lead, UX Lead, Creative Lead, Copywriter
My Role: UX Director – Design Leadership, UX Research & Strategy, Information Architecture, Rapid Prototyping, User Testing, Design Specifications
At RED Interactive we believed that good work starts with a sound strategy and an inspired vision.
Our strategic process was designed to be flexible, in order to accommodate a multitude of strategic and definition needs.
While going through our strategy process, we arrived at a surprising insight: most people 18-34 don’t actually think about history. They do, however, think about the world around them. You need personal relevance for history to make sense. Otherwise it’s, well… school.
To own history? You need to get people to see it everywhere they look — to tell the unknown history of everything we do.
Asterisk — the newest member of the A+E family — is a digital brand and content platform that celebrates the history behind everything in our culture and provides that content directly to consumers.
We developed the brand and all aspects of the platform, including the development of new sponsorship opportunities and revenue streams. We continue to manage the ongoing product and technology development, content strategy and execution, both on-site and in social.
We’re reaching those highly-coveted, cord-cutting millennials with a different model for providing content with a digital-first channel that keeps pace with their lives. Asterisk and millennials are made for each other, and the history only gets better from here.
Key metrics since launch:
A+E Launches Asterisk Internet-Media Brand with New Spins on History