The stories North Six wanted to feature included articles, timelines, interviews, essays, scrapbooks, location overviews and sustainability reports.
The formatting for this content was also diverse, with video, static imagery, and even audio. Within the written content there was further segmentation, with interview transcripts, long-form copy from North Six creatives, and engaging copywriting from David Michon. For the yearbook to be successful, all of this content needed to feel like a cohesive experience.
We achieved this by making sure that the eclectic mix of content worked in harmony to tell the story it serves. For example, in an interview between co-founder Oliver Hicks and creative director Emma Reeves, the page begins with a short, repeating clip of the two participants sitting at a table in conversation. This instantly shows the user the dialogical nature of the article, giving context to the content that follows.
As the user scrolls down, they are presented with the written transcript, shown in its most basic, textual form. When the user hovers over this text, the cursor changes to give the option of listening to an audio clip of the conversation; if they click, the transcript fades out of focus, allowing them to become fully immersed in the voices that make up the conversation.