It’s not a book, it’s not Youtube, and it’s definitely not TikTok. This is Graphy, a totally new medium for discovering and sharing ideas. In close collaboration with India’s biggest online learning platform Unacademy, we helped define and design the format of ‘Graphys’ for users everywhere.

Earlier this year, Graphy was a new publishing platform still in concept. We were brought on board to help create the experience – from brand and strategy, to the product itself. Our challenge was to take Graphy’s early prototype, and develop it into something its audience would connect with.

Through rapid prototyping and collective working (lockdown-style), we codified Graphy’s format – creating a new medium for an audience that isn’t engaged by books, and isn’t getting much out of today’s clickbait. We worked fast, collaborating as one team rather than as agency and client.

The core concept behind Graphy was to ‘Bring life to ideas’. This strategy, along with a set of guiding experience principles, steered absolutely everything; from decisions about the product, to the look and feel of the brand.

This concept came to life across the product experience, from the immersive homepage to a unique ‘gift’ function – a meaningful way to share Graphys with friends.

Graphy is now its own medium: ‘episodic interactive visual, audio and written content’. With a strategy, original vernacular, and look and feel in place, we can’t wait to see Graphys become ubiquitous in the sharing of great content.