SAN FRANCISCO (Map, News) - Each week, The Examiner showcases an advertising campaign by a local company.

Client: Roots of Peace

Job: Redesign of Roots of Peace web site (www.rootsofpeace.org)

Agency: Organic Inc.

Leadership team: Tom Tully (group director of technology), Bill Camp (general manager), Angela DiPietro (associate creative director) and Daniel Turman (associate creative cirector).

The plan: Organic will provide for a total redesign of the existing site, creatively and technically, to allow for more relevant content given Roots of Peace’s expanding programs. The new site also provides easier updating of site content, blogging and interfaces to social-networking platforms such as Facebook, MySpace and YouTube.

The theme: Growth, transformation and a deep-rooted connection to the earth as key visual metaphors for the site.

The concept: Implementation of the core creative themes overlayed by integration with social networking and blogging capabilities to bring Roots of Peace a creative, expandable platform from which to support its increasing international presence.

Tom Tully

Age: 48

Position: Group director of technology

Education/background:

» Boston College

» VP of technology at Digitas Inc., Boston and San Francisco

» VP, technology director at Modem Media, San Francisco

» MIS manager/Internet services manager at EF Education; Stockholm, Sweden, and Cambridge, Mass.

What drove your development of the concept? The direction taken involved merging the core creative themes with technically scalable platforms for future growth. Using the earth metaphor, we designed elements showing plants springing to life as users make contributions to the site. User interaction with areas of the site (such as the Wishing Well and donation pages) shows how individual contributions can result in positive changes to environment, economy and communities worldwide. Technically advanced yet simple to use content-management systems and blogging software were chosen to allow for easy updating of new and existing content. To provide for additional global awareness, functionality was integrated with external social-networking communities such as MySpace, Facebook and YouTube. Organic also provided print and art materials to support offline events such as The Harvest of Hope Fundraiser held recently at Copia (American Center for Wine, Food & the Arts).