Digital agency Essence ( today announces its involvement in historical photography mapping site Historypin ( the latest project from social entrepreneurs We Are What We Do and their technology partner Google.

Essence handled the design and build of Historypin, a site where users can ‘pin’ photos and stories to Google Maps and even Google Street View. A walk through 1940s Coventry and a first hand view of King George V’s coronation are just a few of the thousands of images already loaded by Historypin users.

Users can search by date, theme or location, or just explore the interactive map to discover the way our streets have changed since the first invention of photography to the advent of the digital age.

The site is one of the most complex ever to be built on Google’s cloud computing platform Google App Engine, giving it all the scalability of Google’s infrastructure. As well as App Engine, History Pin makes use of a number of Google APIs, including Google Maps and Streetview, geolocator, Picasa and OAuth to name but a few.

Richard Mooney, Head of Design and Build at Essence comments: “It was a huge privilege to work on this project given how innovative the concept was and the sheer scale of the undertaking. Mixing dog-eared photos with cutting edge web technology was a new one even to us, but the site’s huge success is a testament to the audience’s enthusiasm for WAWWD’s unique concept.”

Dated 16/07/2010


About Essence:

Essence is an award winning digital agency based in London and delivering work for clients across Europe and beyond. With clients such as Google, Expedia and eBay, Essence delivers media, creative and technical solutions to leaders in the digital space. In 2009, the agency was announced as eConsultancy’s Most Innovative Digital Agency and in 2010 it was crowned Media Agency of the Year at the NMA Effectiveness Awards ( ). The agency won the highly coveted Revolution Special Award for Innovation in April 2010 and in May, Essence featured in the top 20 in Europe’s Fastest Growing Larger Digital Media Companies at the Media Momentum Awards 2010 (

For further information, please contact:
Matt Isaacs, Founding Partner
Tel: 0207 758 4215

Published on: 1:50PM on 16th July 2010