AP is a household name, but few people really understand what they do. I helped explore a new way to showcase their brand.
The first challenge was organizing AP's entire range of products and services – a considerable challenge given the global scale of their operations. Working with an external consultant to lead the team through a discovery process, we arrived at a relatively simple hierarchy.
AP had an unusual challenge in that the vast majority of visitors to their site were average readers looking for news content – but AP's real audience is the publications that distribute that content. The site had to quickly route consumers off to AP's branded news app, while presenting enough of the B2B offering for media business to understand.