
Tap In, created by Curt Baker and Mike Arney from Minneapolis-based branding firm Little, is a slick way to get the basics on each team and match, plus a few hints on what to watch for.
For instance, for today's opening match between Brazil and Croatia, Tap In offers a 70 percent chance of a Brazilian victory and this synopsis:
"With the world watching as they kick off their month-long party, you can expect the host nation to be absolutely rampant. While Croatia boats a creative midfield capable of keeping the ball for long periods, their defense simply won't be able to contain Brazil's talent. Expect fireworks from Neymar and for Croatia to look ahead to its matches against Mexico and Cameroon as opportunities to finish second."
The friends had been looking for a World Cup-themed project to take on. While chatting, Baker said, they realized "there wasn't a great way to get up to speed on each match super quickly and at a level that's accessible for people who will just be tuning in this summer."
"At the same time, it can act as a quick refresh or quick update for the weekly global soccer fan who probably hasn't watched Bosnia play many times," Baker said.
Baker researched and wrote the text. Arney did the technical work. Their goal? Keep it simple. No more than two-clicks to get to whatever info users wanted.
The clean design and bite-sized previews even caught the attention of the creative director at ESPN Digital Media: