The Asia Media Centre is a new online hub developed by the Asia New Zealand Foundation. It is the place for journalists to go for credible information and analysis about New Zealand’s relationship with Asia.
The Salted Herring team was tasked with developing a sub-brand for the centre that sat comfortably alongside the Foundation. Primarily an online resource, the intention is that users will move between this site and the main Asia New Zealand Foundation brand site with each supporting the other. In addition to this the media centre had to sit at the more serious end of the brand coming across as very professional, credible, and respected for the target audience; smart and busy journalists in newsrooms across the country needing high quality content, opinions and expertise on all matters regarding Asia often at short notice.
As part of the team, I worked up an exciting sub-brand and then bought that to life in a site that is largely content led. It is very visually rich with lots of images, videos and infographics supported with bold headings, colours and graphics. The user experience is intuitive and there are multiple ways to search for content: via filters such as topics and key issues, through a comprehensive search, via authors or just by browsing featured content.
User feedback has been great in the first few months. It has got good traction and has been well used by the core group of media supporters.