5Y

Not every piece of creative exploration ultimately sees the light of day. Some fall into the close-but-no-cigar category.

5Y was one such project.

5Y were building an interface that would help business leaders to make smarter decisions in those moments that really matter - and they were going to do this by delivering a single source of bespoke business insight and information, served in real time, directly into their hands.  

The simple interface could conflate every data thread of any importance and value to their business – from platform flows, operational measurement, market intel, customer profiles, in flow sales, partner feedback loops - anything that enabled them to drive an incremental gain game strategy from the screen in front of them.   

The insight felt simple. Most business leaders are not second-nature data junkies. Many are intimidated by the idea of a vast amount of data ‘noise’ to wade through. They certainly are not in the market to curate it themselves.

But 5Y’s curated interface and consultative support enables any and every business leader to sift the signal from the noise, identifying best insights and data points on which to act.

The ultimate benefit? The ability to actively embrace the noise as a source of business defining decision making. So:

LOVE THE NOISE was our clarion call, our identity brief and our communications platform,  inviting even the most sceptical and cautious business leader to love the noise, as the more data 5Y conflated for you, the better the ‘signal’ decisions the interface provided you.

But at the last minute - Wah Wah. The survey said No - and the work never saw the light of day. But we thought we’d share it anyway.