SGBOY to be re-branded as Trevvy.
The SGBOY name to be retained as part of its successor Trevvy.com slated for the third-quarter this year.
SGBOY, a household name among gay Singaporeans since 1999, will become a part of its next generation portal, Trevvy.com, as the main highlight of a major re-branding exercise that will see the new portal organizing various events and expanding its contents and user base to other countries in the region.
Trevvy.com is positioned as the successor to SGBOY.COM and will target an older demographic of gay executives aged 25 to 40. This keenly-planned re-branding effort is a response to the changing tastes of existing users as they mature, and to be more inclusive of other segments within the GLBT community. Trevvy.com hopes to capture a larger pool of new users from within the region, as well as infrequent SGBOY users, whose tastes and needs may not be adequately served by the current website.
Plans of a next-generation portal for the 7-year-old SGBOY.COM started almost 2 years ago. During the interim, users have been surveyed and consulted extensively as to the next phase of the website’s development and a possible name change for the reasons mentioned above. While most users polled recognized the need for expansion, many felt nostalgic about the SGBOY name. This feedback accounts for the retention of the SGBOY name as part of Trevvy.com and the assurance of continuity for all long-time SGBOY supporters. Most sections, including SGBOYX and the #sgboy IRC channel, will not see changes to their names. A user survey conducted in May 2006 further revealed that users were primarily concerned about the loading speed and connectivity issues of the website. Such issues will be given top priority with Trevvy.com.
Trevvy.com is a major milestone for SGBOY. The pioneer gay Singapore portal was launched in March 1999 as the Singapore Boy Homepage on GeoCities. It underwent its first makeover in the same year and became SGBOY.COM. Since then, it has been revamped a total of eight times - the latest being SGBOY version 8, also known as ‘SGBOY integr8’ and saw the introduction of the highly popular boyfiles feature.
The slick, cutting-edge visuals of Trevvy.com will be a complete overhaul to the current SGBOY.COM design. Trevvy.com will keep the red-and-white corporate colours of SGBOY, using a darker tone and a hint of minimalism to appeal to users with more refined tastes, while retaining the dynamism and friendliness long associated with SGBOY.
A team of experienced feature writers has been roped in to deliver an informative, trendsetting and fashion-forward editorial direction. Trevvy.com will speak to a new generation of young, intelligent and confident gay executives in the Asia-Pacific region on every aspect of their lives from fashion and current affairs to entertainment, sports, food, technology and relationships.
Web developers of Trevvy.com have been working on the new website for almost eight months. Expect to see all the familiar SGBOY features loaded on steroids and a streamlined user interface, which runs on newer and more powerful servers. An integrated tool would be introduced to improve communication among users. Existing SGBOY members need not re-register to use the new portal and Xcess subscribers will have their subscriptions carried over to the new premium membership known simply as Red.
Trevvy.com will be making its offline presence felt with several events in the pipeline, including a launch party, sports tournament and year-end concert. More details of the new portal and its activities will be announced over the next few weeks.
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