Joe Zeff Design

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A Special TIME App to Remember 9/11

The current issue of TIME magazine’s iPad app represents a departure from its traditional format — a multimedia-rich experience to commemorate the tenth anniversary of 9/11, designed and developed by Joe Zeff Design. Our staff was embedded in TIME’s Manhattan offices for three weeks, working closely with the magazine's editors, designers and producers to make the best use of its remarkable portraits and interviews with 40 men and women whose lives were forever changed that day — from the first responders at the World Trade Center to members of the Bush administration to survivors who rebuilt their lives after enduring unspeakable tragedy. The result is an extraordinary app that stands in place of TIME's regular weekly issue.

"Beyond 9/11" contains a powerful video opening; video and audio interviews that accompany Marco Grob’s stunning black-and-white photography; a narrated slideshow by photojournalist James Nachtwey of previously unpublished imagery from Ground Zero; interactive photographs by Joel Meyerowitz that allow the user to wipe away decade-old imagery to reveal how Ground Zero looks today; the print cover by "Tribute in Light" creators Julian LaVerdiere and Paul Myoda; and much more. All content is bundled into the app to ensure that the user can immediately access all content without relying on an internet connection.

Unlike past issues of TIME’s app, this one was designed from scratch — to best leverage the multimedia capabilities of the iPad. The app contains functionality previously unseen in TIME, made possible through WoodWing’s Digital Magazine Tools and HTML5 development provided by Joe Zeff Design.

“It was an amazing opportunity,” said Joe Zeff, president of Joe Zeff Design. “While other magazines focus on replicating their print magazines on a tablet device, TIME allowed us to create something entirely new. Their editors had curated incredible content, far beyond what was possible to present in print. This app demonstrates how the iPad empowers publishers to tell stories in new ways, with much more impact than ever before."

Besides the 10th Anniversary issue, currently on newsstands, the content has yielded a hard-cover book, an HBO documentary feature, an interactive gallery on and an exhibition at the Milk Gallery in New York City. In producing the app, Joe Zeff Design worked closely with TIME Executive Editor Radhika Jones, Photography Director Kira Pollack, Design Director D.W. Pine and Multimedia Director Craig Duff on the editorial side and Editorial Operations Director Rick Prue on the production side.

The app is the latest example of how Joe Zeff Design continues to define storytelling opportunities on the iPad. The studio designed and helped to illustrate "Solar System for iPad," published by Touch Press in London. The app was an iTunes App of the Week and is one of only 66 in Apple's iPad Hall of Fame. A second collaboration between Joe Zeff Design and Touch Press is currently in development for release later this fall.

Our other noteworthy apps include ""Above & Beyond: George Steinmetz," a collaboration with the well-known National Geographic photographer that was singled out by Apple as an App of the Week and a Staff Favorite in more than 65 countries; the soon-to-be-released "Above & Beyond: John Kascht;" "The Final Hours of Portal 2," an app described by Fast Company as "pushing the limits of storytelling" and "a model for publishing a la carte journalism as apps;" and apps for corporate clients including PepsiCo and Splashlight.

More screen grabs here.