Year One is a series of mini-biographies collected online on the attributes of wildly successful people. It reverse-engineers the careers of accomplished athletes, artists and leaders to an early point in their lives. Each story aims to illustrate the value of a particular ritual, routine or mindset which continues to influence their success. Across these stories, the brand discovers patterns and ultimately arrive at a formula for succeeding in this time of great change and uncertainty. When creating the brand we wanted to go the literal route and have all our imagery emphasize the evolution of the people that were being chronicled. The challenge here was to unify all of the content from a visual standpoint to help readers identify and make the association to the brand. From a usability standpoint, we wanted the site to be strictly about the content and as such the main focus of the site is getting visitors of the site to simply get into the habit of reading what was being posted. Straight to the point. No fuss.