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December 19, 2018Comments are off for this post.

5 Things

#Thing1 - A great read from brilliant thinker @JeremyRikfin - The Empathic Civilization: The Race to Global Consciousness in a World in Crisis.

#Thing2 - Redesigning Air Force One from @FastCompany

#Thing3 - Interested in an alternative to Space Force? Enter https://www.americaforce.co/  Check it out.

#Thing4 My pick for this weeks Enchanting Experience Design Shout Out. Performance Lab & Robot Food

#Thing5 The Ikea approach to Glocal Design - Read more about it in Fast Co Design

Look forward to hearing about what inspires you.
Just post it @Twitter and tag me @jojobickley

5 Things via @jpenabickley

July 10, 2014No Comments

New Second Life planned for 2016

Calling all former Second lifers!  Interested in a third life? Linden Lab, the creator of Second Life, is preparing a second edition of the virtual reality world. It’s being built form the ground up, with 40-50 new employees. A beta version is expected in 2015, with the full release in 2016, alongside potential Oculus Rift integration.

Source: Next Web

April 14, 2013No Comments

ON: Voyeur

We all have partners.  For those agencies who were not born digital - they have created partnerships with small digital shops who have specialization in different areas of digital. when What did BBDO really do?  When the awards were handed our those of us on the Silicon Alley were scratching our heads when BBDO took all the credit for the amazing digital experience of Voyeur tht came out of Big Spaceship.

Many of us at large agencies do often use the nimble small digital creative shops to execute our ideas and

all came as a surprise to us when

ON: Voyeur via @jpenabickley

February 27, 2013No Comments

The Big Data Movement


As we tap, click, call, share, swipe and purchase products and services, our actions are generating record-breaking amounts of data. Now that everything is measurable, everything is measured. We create 2.5 quintillion bytes of data — so much that 90% of the data in the world today has been created in the last two years alone.  Big Data represents a digital treasure trove that can help companies create new products and services—and even spawn entirely new businesses—through analytics. Customer experience and design pros like Matter glean customer insights and truths from social media, financial systems, emails, mobile apps, surveys, call centers, and digital and analog sensors.

Over the last year, the term Big Data has become a buzzword tossed around by many. There is a lot more behind those two words, and we thought we’d help demystify the complexity of how Big Data can drive the growth that CEOs demand.

Read more about the The Big Data Movement in the Matter Worldwide Lab.

The Big Data Movement via @jpenabickley

April 14, 2012No Comments

ON: The Moon

Picture 1

• Over 3 million unique site visits during the first 3 weeks
• Configured Support for 1 Million Concurrent Audio Streams
• Site featured on almost every major news network including CNN’s
giant video “News Wall” multiple times through out the 4 day mission.
• The site aggregated 400 photographs and 44 archival videos from NASA and the JFK Library for the first time in one location.
• Over 700 transmission excerpts broadcast out on Twitter exactly 40 years after they were said
• DS developed a widget which also tracked the mission that users could load on desktops or embed in personal blogs.
• A spectrum analyzer dynamically parsed the live-audio wave form
providing another compelling visual to capture the user’s attention.
• Once the live mission ended the site transitioned to a archived
experience where users can move freely between the separate stages

ON: The Moon via @jpenabickley

February 11, 2012No Comments

StackTrace for iPad is the best way to become more knowledgeable about coding and development. Whether you're a hobbyist or a professional, StackTrace provides the ideal experience for exploring the expert community at StackOverflow. Sign up at http://www.stacktraceapp.com/

 via @jpenabickley

December 3, 20111 Comment

Nicole Meyer’s Logo A Day Project

One of the most entrepreneurial acts by a designer that I have seen in a while.  Art Director, Nicole Meyer has created a project that captures the imagination of a prospect.  She's doing a logo a day, every day.  Not just any logos - she is creating one for every one of Minnesota's 10,000 lakes. Here's an iPhone Film so you can see a quick sample of the work.

She says it might take her 27 years to finish.  In the meantime, I'm sure it'll get her some business in the next few months. Shoot I might hire her!

Visit http://branding10000lakes.com

Nicole Meyer’s Logo A Day Project via @jpenabickley

November 15, 2011No Comments

PROTECT IP / SOPA Breaks The Internet

PROTECT-IP is a bill that has been introduced in the Senate and the House and is moving quickly through Congress. It gives the government and corporations the ability to censor the net, in the name of protecting "creativity". The law would let the government or corporations censor entire sites-- they just have to convince a judge that the site is "dedicated to copyright infringement."

The government has already wrongly shut down sites without any recourse to the site owner. Under this bill, sharing a video with anything copyrighted in it, or what sites like Youtube and Twitter do, would be considered illegal behavior according to this bill.

According to the Congressional Budget Office, this bill would cost us $47 million tax dollars a year — that's for a fix that won't work, disrupts the internet, stifles innovation, shuts out diverse voices, and censors the internet. This bill is bad for creativity and does not protect your rights.


PROTECT IP / SOPA Breaks The Internet via @jpenabickley

September 19, 20113 Comments

The Transmedia Approach

Integration is chaos.  With so many agency / channel specialists – clients waste a ton of money paying for redundancies in their big agency fees.  Furthermore, when Kellogg wrote the textbook on marketing integration years ago, I know that what they describe in their scenario planning was not what marketers are attempting to pass off as an integrated marketing plan.

Today, 'Integrated Marketing' is defined as a multi-channel plan using the same message across all channels.  What we know now is that one size does not fit all! The same message or conversation doesn’t work in all media channels.  We know customers behave and consume media differently in each channel and therefore often impressions are wasted.

All brands have a story to sell
While I create television spots, banner ads, mobile apps and websites, I do not believe that individually they can convey a brand’s story or experience.  Nor should we be attempting to try and shove years of innovation into 30 seconds.  It’s plain silly.  In this Post Digital economy, we have the tools, data and know-how to create smarter marketing and engaging brand stories.

Story-selling & Transmedia
Ten years ago, I began a building brand plans based on behavioral insights, media opportunities, and storytelling.  I began calling it Experience Planning. In reality it was Transmedia Planning.   

The basic premise of transmedia is that rather than using different media channels to simply retell the same story, you utilize these channels, their communities and functions to communicate different elements of the story.  Its success relies on fragmenting a narrative and making each platform do what it does best which, in turn, extends the life and longevity of the story.  Contrary to some thinking, this practice isn’t device-driven (Television, Laptop, Kindle, Nook, iPad), but is platform driven as it is the platform that subtly dictates and influences audience reactions, social and behavioral trends and user experiences.   The bottom line is that with a solid transmedia strategy in place everything remains connected by the same central narrative and theme, but each channel excels at what it does best, rather than bending to fit a central idea that’s being repurposed for multi platforms.

Building Brand Experiences with Transmedia Plans
With storytelling at the heart of our business model it’s not surprising that our entertainment and lifestyle clients were some of the first to embrace a transmedia approach. In fact, when working on the Matrix Film Franchise with Joel Silver Pictures in 2001, we used a transmedia approach to connecting our story in film, games and on the web.  We did this to create a story that can only be experienced by engaging with all of the different forms of content. The result, warner bros began using this as a way to put “butts in seats” for years to come.

Once we saw the success of the plan and method we saw it as an opportunity to test the same method to sell brand stories, just the way entertainment properties sell content.
Could it work in consumer-packaged goods?
Yes. Here is an example of a transmedia plan we created for Knob Creek.

Screen Shot 2011-09-18 at 4.44.43 PM

Could it work on Financial Services? 
Yup! Here is an example of how we used in at Chase.

Screen Shot 2011-09-18 at 4.50.04 PM


Could it work for a big box retailer? 
Sure it can! Here is a sample of how we used transmedia planning to create a new retail experience for do it yourselfers.

Screen Shot 2011-09-18 at 4.48.24 PM


What we were doing began to catch on, as we have seen a new crop transmedia story-telling companies emerge.  Some of are some of my favorite examples:

Transmedia + Communities
Now that people are powerful media channels on social media platforms like facebook, twitter and google+, a transmedia approach to selling your brand’s story couldn’t be more important.  In the post-digital world, meeting awareness objectives is more complex than running the same spot on TV, YouTube and in pre-roll. In order to have real-time conversations, you have to tell / sell and engage people in a story that is worth repeating.

The latest evolution of the approach is called ARG (alternate reality games). ARG includes a gaming element and encourages community participation. Real world examples of this type of Transmedia planning can be experienced with content properties like: Why So Serious?, the ARG for Batman: The Dark Knight and I Love Bees, the ARG for the Halo 2 game.  We used ARG when we took Dibs to teens.

In a world where creativity is measured by performance, this is an approach we know works.  The greatest part of all of living and working in the post-digital era is that the data and tools exist to create highly targeted transmedia plans that create measurable earned media for a brand.

Does your brand need a social data-driven transmedia plan?  Contact @substanceNYC or shoot us your marketing objectives to newbiz [@] wearesubtance dot com

The Transmedia Approach via @jpenabickley

May 24, 20111 Comment

on: gaga’s genius idea

Wanna build a great brand? Watch Lady Gaga this week and take some notes.  Her 360 blitz helped crash the Amazon.com servers last night. Lady Gaga fans rushed Monday to download her new album, Born This Way, from Amazon for a mere $0.99 -- until, of course, technical difficulties set in. Amazon issued the following statement:

"Amazon is experiencing high volume and downloads are delayed. If customers order today, they will get the full Lady Gaga, Born This Way album for $0.99. Thanks for your patience."

Lady Gaga recently partnered up with social gaming company Zynga to launch GagaVille, a Gaga-themed offshoot of Zynga’s hit game, FarmVille; She was also the first Twitter user with more than 10 million followers. She did this w/o a social media expert, she did it by building an authentic, differentiated brand that appeals to millions. From HBO to SNL to the View to Letterman - She broke through the noise with original content, PR, Digital, Television to create a media groundswell to sell her album and rally her fans.


The result is the top selling album on iTunes and Amazon.com!  Marketers should take notes as this case study shows that a great idea has sold millions. I dare you to market your brands more like Gaga.  Start with an idea you are proud of and run with it.


on: gaga’s genius idea via @jpenabickley



Joanna routinely to speaks and keynotes at conferences, corporations, non-profits, educational and professional organizations. Her subject matter expertise is customized to meet the needs of each audience. 

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