With another year added to the record books, we have the benefit of hindsight to look at what happened over the last twelve months at Substance. It’s been quite a ride in 2008…
Fail, fail, fail.
With all of the projects we launched in 2008 and the things we have lined up for 2009, you might think it’s all rainbows and lollipops at Substance. In the same way that without sadness there would be no joy, without miserable failures we wouldn’t have terrific successes. So let’s first look at some of the stuff that didn’t work in 2008…
We lost pitches for an electric vehicle company, a new footwear brand, and a vacation lodging company. We submitted some of our work to awards competitions and were not awarded. We were unable to negotiate favorable lease terms for our first choice of Substance World Headquarters (SWHQ) 3.0 and had to abandon SWHQ 2.0. We claimed to be “technology agnostic,” which cost us the opportunity to pitch a couple projects. We had the Logobama Flickr account shut down after 35,000+ Logobamas were created. We had to cancel the Substance Pre-Holiday Rolling Coffee due to snow and we never held the second Substance Summit like we wanted to. We weren’t selected to present at SXSW. And this merely scratches the surface.
Some of these failures still sting, and multiple space heaters can’t overcome the failure of not having an HVAC system installed. But with each of these failures, we’ve learned a ton. We’ve learned some valuable lessons on how to pitch against larger, more established agencies, and we’re seeing who our competition is. We learned how to help get a man elected to the office of President of the United States. We’ve moved to a huge, though underheated, SWHQ 3.0 (more on this below). But most importantly, we’ve learned to think of each of these failures as opportunities to do better. So that’s what we’re focusing on in ’09.
Project Launches
We launched a number of projects in 2008, everything from stories about the Oregon Coast; getting a Presidential candidate elected; the philosophy behind beautiful, sustainable design; thinking “what if;” customizable shoes; and hanging pretty much anything. And that’s just the projects we can tell you about…
Visit the Oregon Coast
Substance was brought in to imagine and create the digital brand for the People’s Coast… what does it mean from an interactive standpoint, and how could it be represented online? It means Stories from the People’s Coast, submitted by the people experiencing the Coast. It means photos from Flickr of the Oregon Coast, and allowing people to submit photos through the site. It means easy access to where to stay and what to do information about the Coast. And it means getting people away from their computers and out to the 363 miles of Oregon coastline.
www.visittheoregoncoast.com
More info at http://findsubstance.com/portfolio/oregon-coast-visitors-association/
Logobama
It started as a Substance Labs project: what could we do from a social experiment standpoint to affect the 2008 U.S. Presidential election? Influenced as much by the candidate as by the logo, we created Logobama.com. Logobama houses a Flash application where people can upload photos and position them within the iconic Obama logo, modify the colors of the logo, and save it in a number of formats for use on Twitter, Facebook, MySpace, and a variety of other social networks. Plus, all Logobamas were saved to Flickr. Unfortunately, Flickr recently removed the Logobama account due to the use of copyrighted images within the logo (hey, we can’t control what people upload), but not before over 35,000 Logobamas were created. Logobama.com still lives on, and we hope to implement a new gallery in the upcoming weeks.
www.logobama.com
More info at http://findsubstance.com/portfolio/logobama/
bambu
bambu “provides design solutions made from renewable materials that excite and delight people about sustainable alternatives for modern living.” They’re also in the enviable position of having a great story, and the potential to build strong relationships based on shared values and ideas. The new bambuhome.com allows bambu to share their product information and backstories, their philosophy, and their involvement in the global community. Garnering critical acclaim from both the design and sustainable communities (recently called out in this People article), we’re extremely excited about bambu has in store for 2009…
www.bambuhome.com
More info at http://findsubstance.com/portfolio/bambu/
ACS
Advanced Competitive Strategies (ACS) started over sixteen years ago with a clear goal of being “about much better decision-making. About making paradigm shifts real, separating the past from the future, and distinguishing the truly innovative from the copycats.” When we were approached with the challenge of redesigning the ACS website, we were suitably impressed with their philosophy, approach, intelligence, and their willingness to not do what their consulting competitors were doing. Based on the non-linear aspects of business, the ACS website shares their thinking and approach from the home page, across their blog, and deep into their library. Finally, we love it when a client challenges us to think “what if.”
Ryz
There used to be one surefire way of customizing your shoes… a Sharpie and some free time. But that’s so 1986… there’s been a huge shoe customization technological jump since then. Ryzwear takes advantage of the technology, bringing in artists and shoe fetishists from around the world to create their own custom shoes. Uploaded and voted on by the community, the winning shoes are produced and delivered. Ryz closes the loop on what is possible when customization combines with technology and collides with the community.
Arakawa
We could have so easily made jokes like, “how’s it hanging?” on the Arakawa website, but that wouldn’t have accomplished anything for anyone. Instead, we helped Arakawa rethink their position as a provider of “quick-release cable grippers to retail stores and fixture manufacturers, exhibit builders, galleries and museums, and general contractors.” Instead, we realized and rebranded Arakawa as a provider of hanging solutions that are worry-free, easy to adjust, and puts the focus on the object(s) being displayed. Instead of commodities, Arakawa provides solutions. Across the site, products are cross-linked to show the full solution, not just a gripper or a cable. And with the Product Selector, people can easily identify what types of pieces they need in order to accomplish their hanging goals. From the Smithsonian to art installations, Arakawa provides the solution that no one notices, but without it stuff would just be on the floor.
www.arakawagrip.com
More info at http://findsubstance.com/portfolio/arakawa-grip/
Prometheus Real Estate Group
Working with the fine folks at Owen Jones & Partners (OJP), we were brought into bring the new Prometheus Real Estate brand to life. OJP handled the brand and initial design; Substance figured out how to make it work, built the Flash-based Apartment Finder and codebase, and constructed a robust content management system built on WordPress for the Prometheus staff to add, edit and remove properties. More than a place to stay, Prometheus can help you find your home.
Labs Projects
In addition to Logobama (above), Substance delved into the world of experimental projects, releasing two additional projects and a ton of source code. Share and share alike.
Rickproof
In the wake of the mighty power of the Rickroll, Substance Labs released Rickproof.com. By entering a URL, Rickproof scans the page for anything and everything Astley, and warns you of the potential Rickrollness from said URL. While not foolproof, it eliminates the “quick Rick.” And if you’re “feeling Astley,” there’s a link at the bottom of Rickproof to get your “never gonna give you up” fix.
www.rickproof.com (oh, we could have totally Rickrolled you there…)
Spamlets
Ah, email marketing, what would this digital world be without you? For one thing, we’d get fewer emails. But with this loss, we’d also miss out on some of the “best” copywriting there is. To immortalize these hidden gems, Spamlets.com was created. By tweeting “#spamlet” along with the spam line, the tweet is added to the online archive.
Projects in the Works
Along with all the projects we launched in 2008, we’ve been hard at work on a number of new sites to launch at the beginning of 2009. Some are so close, while others are just being imagined. But we will love all of these new children, like our 2008 projects, equally.
ClimatePath
When we started Substance, we didn’t name the company after ourselves or something we thought sounded “cool” (though we do think Substance sounds pretty nifty). We named our company Substance because we wanted to work with clients who aren’t about flash, but about making meaning. Really, it’s about working with clients that give a shit. Clients who care about what they do as much as we care about what we do. When ClimatePath approached us with the idea of letting people purchase carbon offsets and conserve in the way that is right for them, we couldn’t say no. And while both ClimatePath and Substance recognize that carbon offsets aren’t the end-all solution to reducing climate change, we all believe by directly reducing your carbon footprint and offsetting the remainder, you can lead the charge in a cleaner, greener, and cooler planet. By allowing people to choose the types of carbon offsetting projects that match with their own philosophy and lifestyle, ClimatePath offers an alternative to a “one size fits all” carbon offset industry. Due to launch in January 2009, we can’t wait to introduce ClimatePath to the world. Talk about people who are out there to make a difference and do better… we couldn’t ask for a bolder challenge and future-rewarding project than this one. Do better, indeed.
IAmATrailBlazersFan.com
We’ve been thinking about this project since, oh, December 2007. Twelve months and a platform change later we’re putting the final touches on the new IAmATrailBlazersFan.com site. We will hopefully enter beta (fingers crossed!) in January 2009. From the court up, we’ve thought about ways to bring Trail Blazers fans together, involving them in the community (both digitally and literally), and providing a more direct relationship between the players and the people who cheer them on every game. Put on your Rip City shirt, grab some nachos, and get ready to show why you’re a Trail Blazers fan.
The Oregon & Washington Central Cascades Geotourism Project
In August 2008, Substance was selected to be the digital agency responsible for creating the Oregon & Washington Central Cascades Geotourism website (try saying that five times fast). A partnership between National Geographic, Travel Oregon and Washington Tourism, we’ve been creating the brand strategy around the project and working on Phase 1 of the site. Phase 1 will act as a place to nominate geotourism locations within the Central Cascades and browse submissions. After several months of submissions and community town hall events across Oregon and Washington, the site will move into Phase 2… providing information about all the great geotourism locations in the Central Cascades, all the places to stay and things to do around those locations, and a place for everyone to share their geotourism stories and experiences. Phase 1 is set to launch in the middle of January, with National Geographic releasing a printed map of the top Central Cascades geotourism locations in the fall of 2009.
What is geotourism? Geotourism is “best practice” tourism that sustains, or even enhances, the geographical character of a place, such as its culture, environment, heritage, and the well-being of its residents (From http://en.wikipedia.org/wiki/Geotourism).
Bicycle Tourism Website
Recently announced on BikePortland.org, Substance has been selected to help Travel Oregon create a website for all things cycling in Oregon. We’re just starting on this one, so we’re strategizing the overall Oregon Cycling brand (which is different from Cycle Oregon), what kinds of content will be on the site, all the audiences for the site, the functionality and technology to be used for the site… all ideas are awesome ideas at this point. And for you cyclists out there, we may be tapping you to help us out, so get ready.
New Hires
Substance expanded it’s team in 2008 with the addition of three people: Cory Duncan, Erin Kurtz and Lynn Twiss.
Cory is a true craftsman when it comes to CSS and front-end code. Our perfectionist approach to design is only bested by his attention to detail and turning files into living, breathing sites. His touch has been applied to practically every aspect of the projects we launched in 2008. Cory has also helped push the boundaries of WordPress (a content management and blogging platform), using it to power sites like bambuhome.com.
Erin brings his design, art direction and impersonation skills to the long table on a daily basis. From concepting a digital brand to carrying the brand through every aspect of an interactive experience, many of the sites we completed in 2008 wouldn’t have been possible without his involvement and dedication to pushing the concept of digital brand experiences.
Lynn has joined the Substance team to help keep all of our projects on track and get stuff done. An extraordinary producer/project manager, Lynn is making sure everything is going according to plan.
Other News
Besides projects and people, there’s lots more that happened in 2008…
SWHQ 3.0
Coming up on our two year anniversary, we’re now on to our third office. How is it that we’ve moved three times in two years? The short answer is “long tables.” SWHQ 1.0 used salvaged desks to construct the alpha version of the long table. SWHQ 2.0 used reclaimed lumber to build the beta version of the long table. SWHQ 3.0 takes the long table from SWHQ 2.0, duplicates it, and adds improvements to the data and power supply. Moving from 700 square feet to 2600 square feet has brought it’s share of opportunities and challenges. But mostly, it’s brought the potential for growth.
Learn more about Substance World Headquarters 3.0
Substance Summit
In July, we held the first Substance Summit. The idea behind the first Summit was to bring people together to discuss how to nurture and grow the creative+technology community. This being the first Summit, we went in with “no plan and low expectations.” The beer was free flowing, as was the conversation. Our only regret was we failed to follow up with the second Summit in a timely manner… we’re going to make up for that by planning the second Summit for some time in January or February of 2009.
Learn more about the Substance Summit
Rolling Coffees
We love coffee. We love doughnuts. And we love riding bikes. On June 6th, we combined all three in the first Substance Rolling Coffee. The bike ride was a bit chilly but well worth the payoff of delicious doughnuts and coffee. We hoped to have a second one on December 19th, but the weather wouldn’t cooperate (snow and sub-zero temperatures), so that, like it seems a lot of other things, will be moved to the beginning of 2009.
Learn more about the first Substance Rolling Coffee
Coffee with Likemind
Like we said, we love coffee. Fortunately, every month there’s Coffee with Likemind. What’s Likemind? It’s people, like you, who get together and talk about whatever comes up. The most important part, besides the coffee, is to bring a sense of sharing ideas and contributing to the conversation. You can find out when the next Likemind is, no matter where you live, by visiting likemind.us. And if you’re interested in Portland’s Likemind, you can stop by the Coffee section of the Substance site.
Learn more about Likemind in the New York Times
Age of Conversation 2.0
Back in May, Stephen wrote a chapter for the Age of Conversation 2.0. The overall topic is, “Why Don’t They Get It;” Stephen’s chapter was all about Fear and Love. We can’t give the full chapter away, so you’ll need to go purchase the book to read our chapter, along with the chapters of 237 other authors.
Learn more about the Age of Conversation 2.0
Year One Cavalcade of Awesomeness
Since Substance was started in 2007, in 2008 we celebrated our one year anniversary with the Year One Cavalcade of Awesomeness. With a lot of food, drink and Rock Band, we celebrated like it was our first year in business. This could only mean one thing… the Year Two Cavalcade of Awesomeness is right around the corner.
Learn more about the Year One Cavalcade of Awesomeness
Sharing the Knowledge
We’ve had some great opportunities to share our knowledge with others this year. David taught the Web 3 class at PNCA. David and Stephen were found in translation, talking about making meaning to a group of students from Japan. David educated the folks at the Food Alliance about digital communication. And Shaun went to Toronto to attend FITC. We’re looking to continue to learn, as well as share our knowledge, in 2009 by attending events and conversations around the globe. More on this in the upcoming months.
Learn more about David and Stephen and Found in Translation
Learn more about David and the Food Alliance
What’s Next?
It seems fear and optimism are dominating all the talk about the economy and the industry. Enough already. Stop being fearful (worrying about the unknown), stop being optimistic (hoping things will change), and start getting stuff done. Less talk, more action.
And the best way to see both talk and action is following Substance through a number of digital channels. It starts with our site, but extends to a number of places online…
Substance on Twitter: http://twitter.com/substance
Substance on Flickr: http://flickr.com/photos/findsubstance/
Substance on YouTube: http://www.youtube.com/user/FindSubstance
Substance on Vimeo: http://vimeo.com/substance
You can also follow the people that make up Substance through their individual Twitter accounts…
David: http://twitter.com/dlowe93
Stephen: http://twitter.com/stlandau
Todd: http://twitter.com/ohmytodd
Shaun: http://twitter.com/createvolution
Erin: http://twitter.com/erinkurtz
Cory: http://twitter.com/coryduncan
Lynn: http://twitter.com/lynntwiss
Think that’s it for 2008. A huge thanks to everyone who contributed to making the year what it was, to those who helped us succeed, to those who provided learning experiences, and to those who realized that the best way to do things is to do better.
And most of all, thanks to our families, and the extended Substance family. We would never have made it through 2008 without your support, encouragement and believing in Substance.
Substance believes in you.
p.s. Curious about the top content from Substance this year? Your question is about to be answered…
Mad Men on Twitter, off Twitter, and on Twitter again.
The Importance of Password Protection (or, Identity Theft at Home)
Come work for Substance!
Announcing The Substance Summit
The New Substance World Headquarters
Doughnut Class
Erin’s perspective
Work area
Free Ice Cream
Doughnut Class #2
Logobama.com 5,000th logo featuring Rick Astley
Todd sings Hurt So Good
Dear jackhammer dude, I hate you.
Dynamic Image Encoder
Substance Summit – July 9, 2008
That’s quite a recap. I almost didn’t read this entry at all since the first section’s title was so down beat… (Perhaps “Try, Try, Try again” or “Now we know how Sisyphus felt”?)
Congratulations on all of the things that did go well. Now I am going to follow your advice and “go get stuff done.”
5:05 pm / 9 January 2009