Ramp Up the Action
Challenge:
ActionWhere is an upstart media company with deep roots in the action sports space. Co-founded by Emmy Award-winning producer and action sports pioneer Alan Gibby, ActionWhere’s vision is to unveil Gibby’s unprecedented 70,000-tape vault of video and leverage its network of adrenalized videographers to create an intense online action sports video experience.
ActionWhere’s need for unique interface development and differentiating brand positioning led them to Armchair.
Solution:
Armchair created a brand identity and website for ActionWhere that assumes the identity of the action sports personality.
Visually, Armchair avoided the stereotypes of the action sports genre—stencils, graffiti and decomposition—and instead found inspiration at the soul of sport. With this intent, Armchair created a sharp, fast and unpredictable identity, with infectious energy.
The website reinforced the brand while setting the foundation for ActionWhere’s vision. On the home page, videos were the obvious centerpiece and as each new film was viewed visitors found an innovative tag-based system for navigating the growing library.
Results:
Although ActionWhere is still in its infancy, it has been applauded by industry insiders for its concept and execution, as well as revenue potential.
