Designed concept, product thinking, and brand world

1. Title

FOCAL

Rebuilding local news for a generation that stopped reading it

2. Insight (short, punchy)

Gen Z doesn’t seek out news.

They discover it—passively, socially, and only when it feels relevant to their lives.

Local media hasn’t adapted.

3. Idea

FOCAL is a mobile-first platform that blends news, places, and culture into one continuous, personalized feed.

4. System (🔥 your strongest moment)

Use your “FOCUS” diagram

Label it:

A content ecosystem built around how people actually experience their city

5. Experience

A. Feed

show UI

explain briefly

B. Map

show UI

explain briefly

Frame it as:

discovery → exploration → action

6. Example (Mallard)

Tighten copy:

less explanation

more showing

7. (Optional) Monetization

1–2 lines:

Monetization is integrated through sponsored content and local partnerships without disrupting the experience.