We speak to the creative and curious who are driving the future forward
We give our audience social currency. They’re busy designing products, building and experiences. Making art, content, software and music. They are strategizing advertising and marketing programs, and creating the fabric of consumer consumption and experience in the future. We are a primary source to this audience, and by informing them we are informing the future.
Our heroes are the masters of design, technology and innovation in addition to the things they create. Ideas are great, but what you do with them matters more. Thirteen years in, our networks and communities of creators, contributors, co-conspirators, publicists, designers and marketers, our insatiable curiosity and our vocal readers provide us with a lot to consider. Only a small percentage makes the cut.
We were one of the first digital publications seeking to inspire the creative community when we launched in 2003. We have consistently innovated our platforms—launching an editorially-driven creative studio, an iPad app on its first day in market, pioneering infinite scroll, XXX. We practice what we preach.
What is cool?
We believe there are three kinds of cool: A superficial flash-in-the-pan; a sustainable classic; or a surprising reveal once you dig in and get to know the real story. We only care about the last two.
We are part of the communities we cover. We were designers, photographers, strategists and cooks before we were journalists. Beyond creating content we still do all these things. Traveling in so many circles keeps us in-the-know, allows us to cross pollinate and enables us to see emerging patterns before most other people.
We bridge our brand partners to our community by finding their inner cool and sharing it in the most appropriate ways. Usually the medium for that bridge is clear by the time we’re done figuring out the message, and often it’s a mix. We can deliver native content, social media, video, events, products and experiences, and extend that message through influencers and partners.