Lifestyle Curation Media Platform
PROJECT: Name a new web and email-based “lifestyle curation” division and media platform.
SPOTLIGHT: A strong beam of light that illuminates a small area, used especially to center attention on a stage performer. A lamp that produces such a light. Public notoriety or prominence. To focus attention on.
BRAND POSITIONING: ArcaMax, a top publisher of news and entertainment via email newsletters, hired us to name their new “lifestyle curation” division, which launched with stories about the best restaurants, bars, and happenings in New York City, but will eventually expand to other global cities. The primary brand positioning concepts we focused on were Curation, emphasizing the user’s process of receiving the best lifestyle and culture recommendations; and Discovery, enabling all people, but especially Millennials, to quickly enrich their lives by discovering food, dining, and events, which enhance their life experiences.
Our name for this new division, Spotlight, perfectly combines the Curation and Discovery brand positions, “shining a light” on the best and most exciting things to eat, drink, in any city. Here’s how the company describes it on their website:
Spotlight is your trusted source to find the best things to eat, drink, and do in your city. Through a mixture of human curation and technology, we help you discover incredible restaurants, bars, eateries, live events, and everything in between that’s worth your time and money. Think of us as that friend that you text or call when you need a recommendation for a first date or are looking to check out a newly opened hot spot in your neighborhood.