The apps reach teens on their terms. One set utilizes a sophisticated club-like aesthetic and casual content approach to reach high school teens while the other uses a softer look and direct content approach to reach middle school teens.
Several of the apps utilize testimonial and scenario-based video. Extensive casting and set art direction ensured that all assets feel authentic while hitting the key points of the script.
Adolescent development experts informed the definition process to ensure that experiences such as this scrapbooking activity trigger lasting memories for the teen user.
A comprehensive pattern library enabled the original suite of apps to be built concurrently by multiple developers. A ninth parent-focused app, Awkward, or Not?, leveraged the same library to launch in short order.
Role: Creative Director