The Hebrew Hammer

Q: Introduce us to yourself and your company.
Eyal Reich – Project manager at Inkod-Hypera Ltd.

Inkod-Hypera Ltd. is a creative visual concept studio based in Tel-Aviv, ISRAEL.

We specialize in creating custom made visual concepts for web, mobile devices and print.

The combination of our user interface experts, skilled graphic designers, and innovative technology department results in the delivery of creative, high-end solutions.


Q: Interactive Producers come from all walks of life, they are a hybrid of talents, tell us about your background and how you got interested in digital production?
That's true actually; my background is in Economics & Management, which is very different from the internet world.

I guess my interest in digital production has a lot to do with my family who has been working in the Internet industry for the past few years, and they influenced me to go in this direction. And I'm enjoying every moment of it.

Q: How do you stay on top of emerging technologies and keep your team informed and motivated?
As you probably know, in our field there is no language or geographical barriers.

We work with established companies and start-ups that are located in Israel and abroad.

For example, National Geographic - U.S.A., MTV - U.S.A., eBay.com – U.S.A Travel Fusion - London, and AriaDSL – Rome, and Yedda - Israel.

Working with many companies around the globe helps us be informed and motivated about new methodologies and technology trends.

And I may humbly say we also contribute to the innovation of our field.

Other ways of staying informed include reading blogs and checking out the portfolios of other leading interactive studios.

The team is always up-to-date because we have the advantage of working closely with the technology and marketing departments who always keep us posted on any new industry evolutions or trends.


Q: What does your ideal client/project look like?
2 key elements:

1. High end user experience, but not on the expense of friendly user interface.

2. Society gains true and real benefit from it – e.g.: National Geographic’s travel community website

Q: How do you educate your clients and set realistic expectations for a project?
Most of our clients are start-ups so they know the business.

But with the other clients, we work step by step.

Specification and mockups prior to the web design phase are key in setting realistic project expectations.

Q: What was the best project you have ever worked on?
The best project was City of David website – www.cityofdavid.org.il

The story of the city started 3000 years ago and is still fascinating to many people around the globe.

The site won many awards: WSA2007 FWA BEST SITE OF THE DAY, the FWA, to name a few.

But the most phenomenal aspect of this project was the self-made viral marketing done by the site's users all around the globe – even those who never visited the actual place!

Q: How many projects are you comfortable producing at one given time?
We handle 15 projects at one given time.

Q: What does your dream production team look like?
It took four years to build this dream team.

INKOD is based on the great management of Roni Nizri, CEO & partner.

I’m (Eyal Reich) responsible of project managing and production ‘til client satisfaction.

The creative department is supervised by our creative director ilan Dray, Founder & partner (http://www.thefwa.com/?app=interviews&id=29 ) with 3 other art directors & creative international artists

(Asia L. for UI expertise & illustration, Jodi B. for webdesign straight from New York and Itamar L. Top designer in Berlin).

The Technology department is under the responsibility of Dubi Sharon who is our Flash Guru with Yoel S. and some other top programmers.

We get also a new product development department to produce our own ideas under the responsibility of Assaf Priel, CTO & partner.
(http://www.jooma.co.il)

Q: How do you ensure that your client's best interests are met?
We always begin projects with extensive research and market analysis.
We involve the client throughout the entire project. This way we never miss a target.

Q: What is your vision of what the next phase of our industry is going to look like?
This last year we definitively felt that the user experience and quality of the content presentation define the “WOW” effect expected by our clients.

Their success depends on that.

Our vision is to make all media channels work together so that On Line & Off line will synergize with TV, radio, and also new platforms such as PDA devices & mobile phones.

As soon as we can achieve this, the industry will be a “natural” part of our life style. We’ll succeed in creating the real revolution of the Net.

Q: Please share a snippet of wisdom that you would like to impart on our readers.
We are creating projects only for the end user, not just for our clients or portfolio.