UrbanDaddy (a lifestyle site for hip, upscale guys) is designed for guys who want to stay 'in the know.' They approached us to partner in creating an app that would help their audience forge the perfect plan for their day or evening to come. Our objective was to address the audience's desires with a tool that marries functionality with style, helping them decide on a destination and placing a premium on design.

We adopted a holistic approach in our strategy, factoring in the who, what and where of one’s plans, not simply the end destination. It isn’t just about the restaurant or the neighborhood. The app considers cuisine, mood, company, and so on, reacting to an individual’s specific needs. Choices unfold through interchangeable sentence fragments. These fragments 'flip over' to reveal the story of the day or evening to come. We drew aesthetic inspiration from classic train station schedules that flip to reveal updated information. This updated take on a memorable look paired well with the UrbanDaddy brand and the target demographic.

The Next Move app listed in the top 25 Travel & Leisure apps in the iTunes app store. It became such a hit that it was chosen to appear in popular Apple iPhone television ads to demonstrate the convenience and use-friendliness of the iPhone (The Next Move screen appears at 0:22 in http://www.apple.com/iphone/gallery/ads/#dine-large and at 0:01 in http://www.apple.com/iphone/gallery/ads/#travel-large) and in several prominently-placed print ads on back covers of Entertainment Weekly and New York Magazine. Esquire called the app 'an iPhone app with disturbingly human qualities.'