When our ex-client came to us with an idea of developing a content platform, we got so excited that we jumped on board to co-found it with him.
RICE is Asia’s alternative voice. From sex workers to politicians, contemporary art to street food, RICE delivers fresh perspectives and bold commentary on everyday life in Asia.
A journalistic site with ambitious content and a goal of shaping perspectives for a broad audience, RICE needed an identity that was offbeat yet accessible, with little touches that enhances the reading experience.
Content that’s Out of the Ordinary
With its distinct voice, RICE is poised to present alternative opinions as part of its mission to shape viewpoints and raise questions on broad ranging topics from current affairs to culture and our adaptive identity supports by being flexible enough to stretch across these various concerns.
Offbeat, Yet Accessible
While creating content unlike mainstream media channels, we helped to maintain an accessible identity that appeals to a broader audience base, encouraging the exploration of fresh perspectives amongst people who might not otherwise seek it out. Little easter eggs were hidden throughout the site to trigger curiosity and encourage exploration.
Post Project Summary
Branding is most effective when it needs to help a company stay visible in the marketplace. In the case of RICE, we were able to rise above the competition because of a strong unique product. But this product was shaped through an effective use of brand strategy which helped RICE develop a clear voice early on in its development. With that, RICE has capture more than 2 million views and shaped the perspectives of hundreds of thousands of visitors within two years.