Coach of the Year
We’ve been working on this site over at Hill Holiday for Liberty Mutual. Liberty’s new campaign is based on responsibility and as part of that they’ve created a Coach of the Year award to honor the college football coach who show’s the most integrity on and off the field.
The initial concept for the site was quite cinematic, very raw, back to basics site in all black and white with high contrast photos all from the coach’s point of view, featuring a lot of sound design. It was designed to create an emotional connection with the user. Something that would be more of an experience and have more atmosphere then your average website.
We really wanted to do something that was more an embodiment of a college football coach and what the award stood for then a product website so that we could give some credibility to the award. Unfortunately we had to back away from this concept largely due to the fact that SEO (search engine optimization) was very important to them.
We’ve ended up with a good compromise. We’ve used flash elements throughout the site to add flavor and we’ve kept the rough and tough no nonsense feeling.
We’ll continue to tighten up the site and add to it as the we progress through the different stages of the award.
I’ll post again when the next major update is live.
Also as part of Liberty’s “Responsibility. What’s your policy.” campaign we’ve created a survey site where each week we ask a question on the topic of responsibility. The site’s not going to win any awards but it’s proven to be pretty popular and there has been a lot of feedback.