WEBSITE : UI / VISUAL DESIGN / PROJECT MANAGEMENT ~
THE GOAL
To create a new website incorporating new branding that demonstrated the caliber of the venue and the performers they presented, make it easy to browse for upcoming performances and showtimes, purchase tickets, increase attendance, ticket sales and garner increased patron loyalty. Consolidate community outreach and awareness into one unified platform.
THE CHALLENGE
To develop a completely new visual design, information architecture, interface and content strategy. Establish and implement new graphic standards and increase the level of visual sophistication to better represent the organization. Accomplish the long list of goals set forth as major requirements for success.
THE RESULT
Completely new branding featuring a highly polished look that reflected the state-of-the-art facilities and high caliber talent featured at SMPAC. Provided a single vehicle for community outreach and communication, dissemination of organization information and policies, streamlined ticket sales and seat selection process, increased ticket sales, attendance and patron loyalty by double digits in the first year after launch.
I was enlisted to rebrand the South Milwaukee Performing Arts Center, and bring their public image in line with the quality of their venue and the acts they present. I designed a new logo and created a vision for a new identity in their Season Brochure and Website.
SMPAC – THE WEBSITE
As part of Rebranding the South Milwaukee Performing Arts Center I designed and produced the coded prototype for a whole new website coordinated with the Season Brochure I designed, unifying the new branding.
This was the site before I got involved, reinforcing the perception that the organization was not on a level to compete with the other high end venues in Milwaukee. This could not have been further from the truth.
Splash page announcing the new design in progress:
Home page at launch:
Major section page (header included):
Sub-section page layout options (header not included):
It all starts with the big picture, the information architecture was totally reworked and a new site map developed.
I wanted the site to feel open, so I put the navigation along the bottom to avoid distracting from the primary content above and to enhance the impact of the imagery.
Given the scope of content, I color-coded the major categories of content, to keep clear where you were at any given point. Variations of sub-section nav-bar treatments
Finally I created a clickable prototype to flush out the interactions and journey maps, and to provide the development team with a reference tool.
DESIGN DETAILS / FEATURES
The site was designed utilizing HTML frames, which allowed for easy updates and changes to isolated areas of each page. The footers were color-coded to indicate major sections, and contained the navigation menus. A large part of this task involved selecting a broad palette of contrasting section colors and complimentary color pairs for each section/sub-section footer. (See wire frame above).
The header consisted of images from the building architecture and interiors, fulfilling the request to have the site reflect the venue itself. It was a happy accident that I discovered the appeal of a contorted image ratio which created an interesting, almost surreal effect. Initially presenting as a pattern, when clicked, the image revealed itself to be a recognizable place the visitor had already seen.
IDENTITY : VISUAL DESIGN ~
THE GOAL
To create a new identity and branding that referred to the venue and reflected the caliber of the performances presented.
SMPAC – THE LOGO
I always start with pencil and paper. There is no faster, more versatile tool in the world. Taking inspiration from the auditorium, the design points directly to the venue itself. When I first walked into the theater I was stunned. This was a world class auditorium, equal in stature to the finest theaters, well beyond anything I could have imagined to be housed in a High school! I understood immediately what needed to be done and why.
PRINT : GRAPHIC DESIGN / PROJECT MANAGEMENT ~
SMPAC – THE SEASON BROCHURE
THE GOAL
To visually establish branding emphasizing the caliber of the performances presented.
I produced the Season Brochure inaugurating the new branding, coordinating the look and feel of the website redesign. The look was clean and colorful, with playful and dynamic images, fine typography and a balanced layout.
Some sample final spreads from the brochure:
