We only want to be answerable to our audience

Categories Projects

Hookturn Launches with a Ding

Josh Kinal and Michael Williams engage in pre-show shenanigans by interacting with a stuffed pheasant

Josh and Michael Williams engage in pre-show shenanigans

Last week we launched our brand new media label, Hookturn.

It was a joyous affair with drinks and food and people meeting each other, talking about ideas and the future of media.

Ross Floate, in his address to launch the label, spoke about the business’s plan to expand Hookturn into producing publications in addition to its current stable of podcasts.

“We wanted to develop a platform for experts to express ideas and engage in discourse,” said Ross, “so that we further produce our own style and respect our thought leaders.”

The goal, though, is to earn money from Hookturn’s audience and avoid advertising for as long as possible. As Ross said on the night: “The only people we want to be answerable to is our audience.”

We’ve had amazing feedback from the community and we’re turning to the audience for financial support. It’s like Kickstarter but even more independent.

On the evening, Ross revealed a goal of 200 financial members by the end of the year. Reaching that goal would open up the opportunities to move Hookturn from a largely volunteer concern to a professional one.

“We understand that the best way to encourage the best out of people is to pay them,” he said.

Audience members watching the Nudge, live.

A very engaged audience.

After the ceremonial ribbon cutting, I had the chance to interview The Wheeler Centre’s Michael Williams about their #discuss campaign. That interview was recorded as proof that the crowd enjoyed it and also to be released as a future episode of The Nudge podcast.

More information about Hookturn memberships.

More photos from the night are available to view on the Hookturn Facebook page.

This post was originally published in the Floate Design Partners blog

Raising the conversation

Categories Media, Projects

Or, how we gave birth to Hookturn

A couple of years ago, a few months after I started working with Ross, we were talking business over a gentle beverage. We agreed about a lot, particularly the state of the conversation in our part of the world.

At the time we specified our part of the world as Melbourne, Australia, but also as Design.

We had noted:

  • a deficit of nuance in argument and people not being able to defend their work or position
  • too much reliance on affirmation, attention or examples from colleagues in the Northern Hemisphere
  • a lack of pride or exploration of the quality of work being produced here
  • a general reluctance by people to do the extra work it takes to make something really good instead of just getting the job done.

These were implicit issues in our society and it would take a lot of work to make any difference. We started by keeping the goal of improving the way local people spoke about their work in mind when making all business decisions.

This led to us starting The Nudge: an evening in which we interview someone else’s client to find out why they made the decisions they did about a certain design.

Soon we started releasing the events as a podcast so more people could enjoy the conversations we were having.

Then we realised that we needed more conversations.

That’s how Hookturn was born.

We created a label under which we could release podcasts and publications that would help lift the tone of conversation. We had some simple rules:

  • Everything released must be planned.
  • Recordings must have all main voices in the same room.
  • Everything released must be edited.

In addition, we wanted to curate a feeling for the product under the label. All the shows force us to look at the world in a way we haven’t before.

We’re really proud of the work with Hookturn. We encourage you to take a look and download some of the shows. Have a listen and let us know what you think.

It’s part of our desire to be better designers and make our part of the world a better place.

This post was originally published in the Floate Design Partners blog

Solving some small problems

Categories Projects

One of the great things about being a generalist design firm is the versatility it allows us.

Recently we’ve made a couple of things that were borne out of one of our regular “Wouldn’t it be good if…?” discussions.

  • Wouldn’t it be good if a there was a simple way for designers to pull together all their work, social streams and points of interest on the web?
  • Wouldn’t it be good if there was a way for a WordPress administrator to publish the work of numerous authors without having to set up individual users and dealing with complicated permissions?

Continue reading “Solving some small problems”