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What: Funny Garbage builds a new IFCTV.com from the ground up to create the hub for indie film culture online.
Where: IFCTV.com
When: November 2000-July 2001
How did we do it?
The Independent Film Channel approached Funny Garbage (FG) to create a website that would speak to their dedicated audience of indie film fans, focus their previously disparate online efforts, and strengthen the core IFC brand, all in an effort to expand the cable channel’s distribution. Our goal was to fold two sub-sites into one, thereby pointing IFC’s traffic to a central location and bringing their content to the fore. IFCTV.com has a sleek, clean look, while offering new users a wide-range of well organized content from the first page so they have an instant understanding of what the channel is all about.
Using Vignette Story Server, our designers, information architects, and technologists worked together to create a modular site whose content could shift to match an increasingly robust database of schedule information, film clips, still photos, interviews, and articles. The content management application (CMA) enabled us to create content modules on specific themes, tying together related content that was previously scattered throughout IFC’s websites. For example, IFCTV.com launched with modules that focused on the film Crouching Tiger, Hidden Dragon, the director Richard Linklater, and the channel’s IFC Rant magazine. These modules will grow and change according to IFC’s programming schedule, available content assets, and evolving business goals.
Our sophisticated team of graphic designers enabled FG to base IFCTV.com’s new look on an on-air identity that would launch concurrently with the new site. The look was clean, clear, and tell-it-like-it-is. Our digital studio created a rotating Flash feature on the homepage to spotlight IFC’s top offerings and incorporate contextual advertisements.
FG’s passion for indie film and culture allowed us to act as creative partners with IFC in developing both their online infrastructure and their online content. Ultimately, FG and IFC crafted and online space that truly brings one of IFC’s annual promotions to life: “Indie rocks!”
Why was it successful?
- IFC backs up its mission to showcase quality independent films to the widest audience possible. Not only does IFC run a cable network, it creates original programming, distributes films, publishes a bi-monthly magazine, and finances creative and innovative films by first-time directors and established talent.
- IFC’s commitment to indie film provides the channel an unparalleled library of content—video clips, shorts, photos, articles, and access to the best indie film actors and directors.
- FG’s graphic designers develop IFC’s new online identity to match the channel’s new on-air identity. FG works closely with IFC to simultaneously debut the two re-branding efforts.
- FG’s technology department works with IFC to design and build a database that will serve it as IFC expands into next generation platforms. We use Vignette Story Server to provide IFC a customized content management tool to curate their content on an ongoing basis.
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