Our work with Flipboard began with a series of small projects. The 4.0 version of the product had just been released, and our task was to create materials showcasing the platform's new video capabilities, specifically related to different types of advertising units. The initial work was well received by the client team, and we were subsequently assigned additional projects. Later that spring, an idea for something larger began to percolate, and we pitched a brand campaign that would turn heads.

Rather than define Flipboard as a news app, or a community, or a social magazine, we took the opportunity to articulate - somewhat subversively - what the brand wasn't. It's not a place for "fake news" or trolls. It's not an echo chamber, like social media has proved itself to be. It's a smart combination of technology and people, where journalistic principles matter. It's a platform that carefully curates and delivers stories and news to more than 100 million readers a month.

The comprehensive brand platform, "It's Your Time" is now running in places like The Wall Street Journal, Financial Times of London, OZY, Well+Good, and several other publications with more to come.