A New Home for MEET Digital Center

Paolo Iabichino, Chief Creative Officer at Ogilvy Italy, led the transformation of MtMG into MEET. He assembled a team of experts that included Accurat to overhaul the organization's brand identity.

Our work—the design and development of the front and back–end of MEET's new website—began with the mapping and classification of MtMG's content archive. This research set the foundation for the site architecture, beginning with the design of a searchable database of material—imagery, video, blog posts—recorded from events spanning over a decade. Diving into the media, we developed a system of custom tagging based on subjects covered in documentation.

As construction of the center in Milan progressed and new branding schematics were finalized, we collaborated with designer Alessandro Boscarino to refine the website's look and establish a visual harmony that spanned physical and digital realms.

The nucleus of MEET's new platform is a timeline feature that, on the surface, presents the organization's rich multimedia assets sequentially, color–coded by content type. Resembling a colorful bookshelf, the display is irresistibly clickable. Once users engage with the timeline, its advanced functionality becomes more apparent. For example: tags associated with each entry on the timeline surface related topics and give users the option to filter by interest, and thus rearrange the timeline to suit their tastes. Users can also search by content type, speaker, and year.