Updating a legacy
The iconic National Geographic brand has been documenting the ever-changing state of our world for over 125 years. Brands don’t have that kind of longevity without having the ability to change and grow with the times themselves. Since National Geographic first entered the digital space 20 years ago, it has continued to push technological and creative boundaries in visual storytelling throughout all of its publications.
As part of their continued progress, National Geographic needed to update their legacy Content Management Systems to be more responsive and able to keep up with continuous, rapid pace of change in the market. National Geographic came to IfThen for help consolidating multiple, difficult to maintain CMSes to a more robust and flexible commercial platform, Adobe Experience Manager (AEM).
IfThen serves as the National Geographic’s primary AEM systems integrator, responsible for the core reference platform use across all their properties, integration with external systems, and site migrations. The new AEM platform allows the National Geographic to launch new applications quickly and was designed for extensive re-usability across their properties. Content is also re-usable and organized around a unified content model and metadata scheme, providing virtually limitless content discovery possibilities.
The new platform is also nimble enough to handle timely content updates and is tailored around National Geographic’s custom publishing workflows for digital media, which includes publishing dozens of stories every day of the year and the management of sophisticated advertising tools.