Playing Out is Revzo's flagship brand, a gay friendly lifestyle website. Its online offering is targeted at young, professional gays who like mainstream pop culture, arts and entertainment.
The site and its presence on other platforms is clean, consistent and talks to the audience in a tone of voice that they are familiar with and happy to engage with.
When coming up with the brand, its guidelines and principles, we were careful to set out what we wanted, and that is a clean, safe for work website which delivers topical content which would be of interest to a gay man. It was important that the content, where ever publish, be it on site or on social media, could be viewed at work or in public without the worry of someone looking over your shoulder and judging you - Playing Out, is smut-free and sleaze-free, just the odd bare chest.
Playing Out's logo was designed with social media in mind, the logo works well in the site's header but also as a profile image, this means that the brands colours and identity are clear and consistent across all points of contact.
In it's first three months it was clear how happy users were to engage with the brand, the site served a huge amount of pages, compatible to a much more established website and Facebook and Twitter followers are growing rapidly.
See the project in action at www.implayingout.com