a news media product for the age of social media

Hook’s editorial design as the source of social swag  

Hook’s editorial design platform aims to resolve the tension between mindless entertainment and strenuous learning by offering a curated experience that makes essential world knowledge pleasurable, empowering and socially advantageous. 

The content strategy was based on research, ICD drove the research agenda alongside Hook’s insights team for content spanning sport, news and entertainment genres.

8 carder at the heart of the user experience

ICD designed a versatile media card as the fundamental unit for the product. It is versatile—well suited for static and video stories. It also answers a practical minimum content requirement for search ranking. 

The app experience brings the philosophy of social media apps to news media. 

At a broader level the 8 carder design builds a new user experience for media products. The experience utilises learned social media app behaviours of users and delivers interesting media and content in a familiar, vivid manner.

Podcasts & short videos alongside long form journalism, designed for a complete Hook experience

Emerging media formats—podcasts and video stories—are designed as unique experiences within the larger media, complete Hook product. Short video story digest delivers daily news on multiple topics. Podcast corners house multiple shows with a designed player and content page for each. 

The combined experience of the 8 carder, video stories and podcasts create a total media experience, long form stories together complete the media experience.

The Hook Look Book: a curated content to commerce corner

The Hook Look Book is designed to stand apart from the rest of the app. It is a tasteful app within an app that curates the best products from across the web. curated and reviewed by in-house experts and trusted influencers.

Subtle colours code the product genres, all media formats available in the main app are adapted to create the same media experience.

Envisioning a new business model for media

The Look Book idea goes beyond the app and is envisioned as a central space that links all of the RPSG group company consumer products within a vibrant setting. A new business model built to monetise the challenging media business in an age of free social media.

The Hook identity has the vibrancy of new media and the substance of journalism

The ‘Hook’ logotype is robust, bright. The stylised ‘H’ with extended stems create a visual hook and bring energy into the identity. The logo, an H encased inside a literal hook like form furthers the brand’s bold and fast paced image. The primary typeface, bitter, gives a journalistic character to the app, reinforcing the promise of empowering news delivery.

Branded content properties from the start

Hook becomes the owner of distinctive and branded shows from the start. The design of theme appropriate identities in the Hook brand language ensures consistency and amplifies each show’s unique promise.

Hook’s presence on social media as design strategy to fuel user acquisition

Hook’s initial users would come from the web—social media and content platforms, including Instagram and Youtube. ICD designed a comprehensive design system with channel identities, typography styles, image guidelines and composition principles to build a powerful foundation for Hook’s launch.