Digital Strategy and Design

About The Project

In 2012, was still the home to both NBC News and the cable network MSNBC. When the two properties split we were asked to pitch an innovative news website that reflected MSNBC’s values. was an attempt to marry the traditional top-down news narrative with the emerging social network driven news ecosystem.

News stories starting from a Tweet could grow into to broadcast content — like air bubbling up in boiling water. This diagram helped to illustrate the concept.

Participants could “join the conversation” with live broadcasts in real time through the website or app.

We explored different ways that content modules could achieve the core concept.