Fall 2012
Automotive luxury brands often have quarterly lifestyle magazines to showcase their brand, partnerships and products. Infiniti's magazine - Adeyaka - had been one of the first luxury brands to produce a digital version of their magazine on Ipad. At the time of launch, it was seen as an innovative, beautiful experience that pushed the industry forward. Over time, developing and maintaining a native iPad app was incredibly expensive and difficult. As the majority of content had to be natively installed with the app, content had to be locked down months in-advance of the app development.
Critical Mass proposed re-shaping their online magazine into a digital experience that leverages content from key cultural partners across their regional networks and partners. We developed a strategy that leveraged their existing editorial team to manage content through a centralized content management system, making it possible to release lifestyle content that was timely, local and relevant to their customers. We also broadened the reach of content across multiple channels to live where our customers live. Online, on the move, and in the car.