Untitled was appointed in May following a three way creative and credentials pitch and is seeking to present the records in a more intuitive way while integrating a record breaking platform, according to creative director Rick Evans.
The record breaking platform will be embedded into the site, which the consultancy is splitting across the categories speed, size, dedication and extraordinary.
‘There is nowhere to browse at the moment’, says Evans, who is designing the new site so that it can provide a library of records, or a platform to set them. Visitors will be able ‘explore’ or ‘set’ records from the landing page.
The look will be neutral but with ‘playful elements’ – animated graphic signposting for each section, including a hurdler jumping over the speed graphic.
Consultancy Holler is working on social media and strategy, which includes an augmented reality feature to make the Guinness World Records 2012 book animate records when held up to a webcam.
Autumn 2012 will see further digital content rolled out including a ‘secret club’ for kids where social gaming, mobile and app features will be explored.