1AmongMany

agency: POKE NY

How can a brand tell you what “sexy” should mean? Is it the perfect bedroom, with the curtains drawn just so? Can you narrow it down to a hair color or a specific body type? No. “Sexy” is personal—and something that only you can define.

Keep Life Sexy gives everyone a chance to stand up and shout to the world: “SEXY IS _____!” This site marks a new beginning for K-Y. An effort to reach out to the world and to redefine what “sexy is” on everyone’s terms. This is what it looks like when a brand stops shouting and starts listening.

agency: POKE NY

How do you make a digital purchase experience that feels as close to a physical experience as possible? For Teroforma, a new tableware company that brings together designers and craftsmen from around the world, the answer was simple: the table. If you’re buying dishes, isn’t that where you want to see them? You want to be able to mix and match, see this plate next to that mug and decide whether the blue or the green linens work better with that pattern. And at Teroforma.com, that’s exactly how you shop.

Launched in June of 2006, the Nike+ system has been called one of the most successful social experience sites on the internet. Chad Stoller, director of emerging platforms at Organic, recently told AdWeek, “[Nike solves] a problem, and because they solve a problem, a community forms.” The Nike+ website offers users a method to track their personal running progress, but more important, it creates an outlet for people to connect around their passion.

In July 2007, I participated in the Nike+ Summit at Nike headquarters in Beaverton, Oregon. I and eleven other runners from across the US were selected because we were early adopters of the Nike+ system. We met with product developers and designers from Nike, Apple, and R/GA to share our insights about the positive elements and the flaws in the system. Based on my background, and my familiarity with the Nike+ system, I was uniquely positioned within the group to speak for Nike+ users in general, and the under 30 market in particular.

During the summit, the Nike+ team expressed an interest in becoming more relevant in the digital space, especially among the youth market. With those interests in mind, I put together the following presentation outlining nine strategies based on my experience with Nike+. You can also download a (1.2MB) copy of the presentation in .pdf format here.