Performance Spaces for the 21st Century
- Creative
- Design
- Development
- Web development
- UX/UI design
- Prototyping
Task
We began collaborating with Performance Spaces for the 21st Century (SP21) during their digital transformation. SP21, a nonprofit organization based in New York City, focuses on the performing arts, offering programs spanning music, dance, theater, contemporary performing, visual, and multimedia arts. In order to enhance interactions with artists and ensure a modern experience, both externally and internally, SP21 required a comprehensive overhaul of its existing website.
The organization outlined three primary goals for the new website: firstly, to boldly showcase the SP21 brand; secondly, to attract and retain audiences, both new and existing; and thirdly, to boost ticket sales for events. The client sought a functional, contemporary, and sophisticated website design that would mirror the innovative and avant-garde essence of the brand. Our objective was to capture the aesthetic and ethos of the brand, replacing the outdated website with a more technologically advanced and visually appealing platform.
Solution
To begin, we focused on the User Flow and site map, ensuring that all platform pages were structured logically and conveniently for future users. We enhanced the site’s functionality by enabling editing capabilities for all pages and blocks, facilitating page creation from predefined templates, implementing event scheduling with diverse filters, and integrating a calendar and project archive.
Following that, we transformed the schematic map into a site prototype, aligning it with the aesthetics outlined in the moodboard. It was crucial for us to capture the essence of the client’s philosophy: creativity, modernity, simplicity, and lightness. To embody this mood and approach, we employed minimalist fonts, straightforward shapes, and a palette of light colors with highlighted accents on specific blocks and elements.
The functional aspect of the site was of equal importance. The design needed to be user-friendly, promptly guiding users to the events calendar on the homepage without overwhelming them with intricate details or design techniques. The client sought a minimalist design that would showcase images and videos of SP21 events. We encapsulated these requirements in a user-friendly and easily navigable website, fulfilling the client’s primary objectives and requests.
