Organic Inc. for Roots of Peace

Each week, The Examiner showcases an advertising campaign by a local company.

Client: Roots of Peace

Job: Redesign of Roots of Peace web site (www.rootsofpeace.org)

Agency: Organic Inc.

Leadership team: Tom Tully (group director of technology), Bill Camp (general manager), Angela DiPietro (associate creative director) and Daniel Turman (associate creative cirector).

The plan: Organic will provide for a total redesign of the existing site, creatively and technically, to allow for more relevant content given Roots of Peace’s expanding programs. The new site also provides easier updating of site content, blogging and interfaces to social-networking platforms such as Facebook, MySpace and YouTube.

The theme: Growth, transformation and a deep-rooted connection to the earth as key visual metaphors for the site.

The concept: Implementation of the core creative themes overlayed by integration with social networking and blogging capabilities to bring Roots of Peace a creative, expandable platform from which to support its increasing international presence.

Tom Tully

Age: 48

Position: Group director of technology

Education/background:

» Boston College

» VP of technology at Digitas Inc., Boston and San Francisco

» VP, technology director at Modem Media, San Francisco

» MIS manager/Internet services manager at EF Education; Stockholm, Sweden, and Cambridge, Mass.

What drove your development of the concept? The direction taken involved merging the core creative themes with technically scalable platforms for future growth. Using the earth metaphor, we designed elements showing plants springing to life as users make contributions to the site. User interaction with areas of the site (such as the Wishing Well and donation pages) shows how individual contributions can result in positive changes to environment, economy and communities worldwide. Technically advanced yet simple to use content-management systems and blogging software were chosen to allow for easy updating of new and existing content. To provide for additional global awareness, functionality was integrated with external social-networking communities such as MySpace, Facebook and YouTube. Organic also provided print and art materials to support offline events such as The Harvest of Hope Fundraiser held recently at Copia (American Center for Wine, Food & the Arts).

Just Posted

Climate strike organizers say SFUSD blocked student participation

The organizers behind Friday’s Climate Strike in San Francisco are accusing the… Continue reading

City puts closure of long-term mental health beds on hold

In response to public outrage over a proposal to suspend 41 permanent… Continue reading

Here we go again – new dog rules in Golden Gate National Recreation Area

The GGNRA released a 2019 Superintendent’s Compendium that makes significant changes that appear to implement parts of the ill-fated Dog Management Plan.

Thousands take to San Francisco streets in Climate Strike

The protesters are calling for urgent action on climate change, including putting pressure on local elected leaders to support more drastic steps.

Good Day Sept. 22-24, 2019

Mark Morris Dance Group, Presidio Theatre Open House, PUSHFest, Community Music Center Sunday, Making Faces-Portraits by John Kascht, WWE Monday Night Raw, Margaret Atwood, George Takei, Durand Jones, Kurt Ribak, Incubus

Most Read