Work
Spire
Social networking lifestyle community
Business Challenge
Exclusive opportunities and hidden gems rarely surface in the colorful fray of the social web. Spire wanted to change all that. Spun off from Circles, the Boston-based provider of premiere concierge services, Spire knows luxury, and had reams of content to speak to it. They wanted to bring recent articles and insider research on not-to-be-missed experiences and travel to a demographic that often shies away from the open waters of the web. Targeting savvy, affluent consumers with refined tastes but limited time, Spire helps them make the most of free time by connecting them with vetted information from reliable sources.
PixelMEDIA Solution
Spire partnered with PixelMEDIA to reach this unique target audience. The team designed an elegant, "cocktail party"-like experience to welcome members, speaking to them on their own terms and greeting them with interaction design that goes far beyond any humble functionality. The newly relaunched web community unites compelling user-generated content, engaging conversations, and keen editorial recommendations.
PixelMEDIA's take on the Spire experience design first took shape in a robust interaction model and brand strategy exploration. Testing labels, categorization of information, and fundamental interactivity, the team evolved the model through a variety of visual concepts. Elegance of the modern urban loft contrasted laid-back Nantucket relaxation, helping Spire better envision "luxury" for their new community. The team finally converged on a theme that PixelMEDIA's experience designers carried through nomenclature, forms, overall tone, color scheme, layout, and more-establishing a holistic experience to delight even the most demanding spa aficionado or selective gourmand.
Integrating backend development from Edgewater Technologies, the site launched with broad team effort. Teamwork continues as the community grows. Spire's editors and "hosts" constantly nurture the community, helping members connect with each other in forums around shared interests and featuring "people in the know" to cultivate new commentary.