LBCI

LBCI

Forward Thinking, By Design


LBCI was Lebanon's first privately owned television station, focused on providing news and entertainment content to the Lebanese diaspora since 1992. As a trendsetter in the Arabic entertainment business through content such as reality shows, 
LBCI pride themselves on a forward thinking attitude in a region often constrained by religious views and ideals. The station's ideal is to attract a 
modern and youthful audience that will shape the future.

After being voted as one of the 30 most recognizable brands in the Arab world, it was important for LBCI to reflect this surging popularity with a state-of-the-art digital experience that would let users new and old enjoy content across the station's diverse verticals.

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1

The Challenge

Accommodating the Modern User


Reacting to the explosive growth of their mobile readership (66% in 2014), LBCI realized that their site structure and content approach needed to evolve. Partnering with Code and Theory, LBCI saw the value of responsive design that's simple in structure and accessible from anywhere.

LBCI challenged Code and Theory to set the benchmark for future Lebanese digital experiences.

LBCI - Mobile Lockup

2

The Experience Insight

Own Your Audience


48% of the site's audience is under 29 years old, which presented a clear opportunity to build a site that was more accessible to younger generations. In addition, we dove into site analytics, discovering a split between users visiting for news content (60%) and users visiting for entertainment content (40%). It become clear that youthful audiences needed information and entertainment delivered seamlessly, with plenty of opportunities to share with their peers.

We explored an interaction model that would blend content types, cater to all users, and encourage serendipitous discovery.

3

The Solution

Designed for Multiple Languages

A clear, bold and open design layout was developed, to not only let LBCI's diverse range of content breathe, but to ease translation across English and Arabic without losing or changing the overall structure. The design layout needed to work both left to right (English) and right to left (Arabic), so a great deal of consideration was taken into account when choosing the typeface, page structure, and the general sizing of design elements to ensure legibility.

The sans serif rendering of both English and Arabic typography conveys LBCI’s forward thinking values, with unique design details at modular level building upon this theme. Distinct color systems were developed to map to various content types, guiding the user across the experience.

Bold in its color choice, with an elegant aesthetic, the dynamic structure allows for effortless daily use.

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Flexible, Modular Design

An extremely flexible system (especially within the News section) was required to react to breaking stories, allowing the injection of “hero modules” to the top of pages to call out important news stories with constantly updating details. A broad range of easily identifiable modules, from “political collections” to “top headlines,” enabled the news team to construct relevant and exciting homepage layouts, reacting to the various developing stories that any given day can present.

This flexible structure made it vital to update the taxonomy of the website's navigation. We divided content into new categories like entertainment and news, as well as incorporating everyday tools such as traffic, weather and a programming guide. As many components within the design were created to scale and reposition, it was important that the user could identify content types and categories quickly and easily.

Visual Design Challenges

Set against current standards, legacy content presented a challenge for maintaining the quality and consistency that Code and Theory established across the site experience. It was key to help the client understand the details of the design, by pointing out what type of graphics and imagery would work within the design to highlight and promote the various shows and content that LBCI produces. Not only were asset guidelines produced to help demonstrate the type of assets to aspire to in the future and how to produce these, but at each step of the design process, great care was taken to help the client understand the intention of the design.

4

The Results

A Progressive Trendsetter

The reinvigorated digital experience positioned LBCI as the trendsetting, forward-thinking brand they aspire to be. Through this future-proof platform they are now able to share their unrivaled content and communicate their core values in a fresh and dynamic way.

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We Are a Technology-First Creative Agency

What We Do

Code and Theory is a strategically driven, digital-first agency that lives at the intersection of creativity and technology. We solve consumer and business problems with end-to-end solutions that flex to meet the needs of today’s ever-changing digital landscape.

Our Services

We provide a range of offerings built to support the entire ecosystem.

  • Data, Analytics and Research

    Our data-driven approach enables us to understand every aspect of end-to-end consumer journeys, and powers our work from start to finish.

  • Business & Organizational Consulting

    We work with our clients not only to define and deliver products, services and communications, but also to design the business itself.

  • Transformational Technology

    We help our clients reinvent their technical infrastructure and roadmap in order to deliver for the needs of today and tomorrow.

  • Services, Platforms & Products

    We create best-in-class platforms built around both the user and the business goals, often extending into connected physical expressions.

  • Integrated Marketing

    We deliver the right messages to new and existing customers across the entire ecosystem.

Our Offices

We have locations around the world.

Join Our Team

We're not typical, and neither are you. We're always looking to hire smart, interesting and forward-thinking people.
See All Open Positions

Code and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com