Great work often needs to abandon the dead bodies of many good ideas.
 
Client: Re:ply own project
Project: zzing.ro – the communication community
Time frame: March 2008 - up to the present day
www.zzing.ro

Project Description

zzing.ro is an information and exchange platform for those interested in the communication domain – from publishing and branding to advertising.  Made by experts in the business, the site is a “pet project”, being developed by the members of Reply’s online department.

Objectives Set for the Project

  • To create a meeting place for all those interested and involved in the communication industry in Romania and to encourage the exchange of ideas, information and resources
  • To engage with issues that are relevant to professionals in this field, and to deal with them in a practical and applied manner
  • To help to enhance quality in the industry, by publishing professional articles about advertising, marketing, branding, strategy, copywriting, PR, graphic and web design, photography
  • To encourage initiatives, involving more agencies and professionals, that would change and improve the way we work as an industry
  • To initiate sensitive, but much – needed discussions, regarding not only the communication industry, but also matters of public interest that can be positively affected by the direct contribution of those in the communication field
  • To discover new and talented people and to involve them in an environment of democratic creativity and professionalism by launching contests (involving graphic design, photography, copywriting etc.).
  • To positively affect the profile of the initiators of the project: Re:ply.  By positioning them as an active member of ‘the trade’, it can enhance awareness of them and their good reputation.

Development of the Project

zzing.ro was the first project fully-developed by the newly-created online department of Re:ply - from concept and editorial plan to the structure, layout and implementing. Re:ply has a wealth experience in creating content for online projects, and as part of their strategy for 2008,  they established a dedicated department that would concentrate on developing complete projects, from the bottom up.

At the same time, Re:ply wanted to get involved in a project that could help to create a useful environment wherein communication people could exchange ideas as industry professionals without the intrusion of egos, monetary interest and brand promotion.  Building an online community, and thus bringing to life a desire held by company management, amounted to a real challenge for the members of the newly-established department.

In its making, the project went through various stages. At first, it was an online magazine focusing on advertising and publishing content. The approach then changed and the site became more of a communication platform, featuring an interactive component.

The editorial concept was established after defining and analyzing the target user, positioning, professional information sources in the market, and the needs we aimed to cover. The structure, domains and  article hierarchy were then organised.  

We wanted the site’s name to suggest the imagined sound made when a bulb lights up, which usually suggests the birth of a good idea. During the brainstorming, we remembered the name “Zing!” that we had initially proposed to one of our customers (for what later became the Styler magazine). Due to reasons linked to domain name registration, the site became known as zzing.

It is a brand name with a powerful resonance, fresh and full of energy. Its meaning in English refers to the sound made by a vibrating string and, informally, to the generic sound of a lively conversation. For those unfamiliar with the English meaning of the word, it is perceived as an interjection, a sound that makes you alert. Some may think of the sound made by coins. It is a short name, courageous, positive, relaxed, and playful. The logo „Sounds like a good idea” that accompanies the name helps the reader to decode the meaning.

The next stage was dedicated to the new site’s graphics and programming.We built a multifunctional platform, capable of facilitating various others applications created and developed by the online department for future use.

The design was based upon the editorial concept, and illustrates the functionality principle: the central part, containing the articles, has a white background, which makes it easier to read. The graphic elements that define the zzing identity appear along the sides so as not to disrupt the reader’s attention from the content. The combination of colors: white - petrol blue, give the sensation of clear, serious, credible information, while the effervescent green offers a playful and dynamic tone.

The platform’s content (the articles that later on give birth to comments and reactions) was, pre - launch, exclusively created by the Re:ply team, copywriters, editors, designers, account managers, photographers. Then, we invited some friends to contribute with articles, as a way of understanding how the platform might work when people outside the agency would contribute. That’s why an initial online version of zzing was only accessible by us and our friends- so we could  visualize it and remove some of its imperfections before launching it officially.

The next step is the official launch campaign for www.zzing.ro, and its first showing to all those interested in design, copywriting, publishing, journalism, photography, PR, branding, multimedia – communication in all its forms. 

 
 
 



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