NZ Festival

A responsive site and brand platform for New Zealand’s leading cultural festival

A responsive site and brand platform for New Zealand’s leading cultural festival

Our fifth outing for the biennial NZ Festival was about three things: helping them evolve their brand, launching an individual-giving platform and reaching a wider audience beyond the traditional arts crowd. We helped their team investigate and understand their brand values, steered the digital side of the campaign and built a punchy, content-focused site to sell the shows.

There was a 42% increase in visits compared to the 2014 website. And mobile usage increased a whopping 308% from 2014. Bounce rate increased due to clearer navigation that allowed users to find content quickly.

Bringing together 30 years of Festival history into a unified brand

2016 marked the Festival's 30th anniversary and 10 years of collaboration with us. As a way of taking stock, and also setting up the direction for the next 30 years, we guided the Festival team through an internal brand process. This gave their organisation a sense of what made them them, what role their work played in people’s lives and an understanding of where they fitted in the marketplace. The result was an extremely coherent and consistent campaign that cemented itself in people’s minds.

Campaigns and events – just the right amount of punch

From a design perspective the website was about injecting just the right amount of the campaign and then getting on with the job of being a good events site. We aimed to get out of the way of the content, be highly responsive and let the type and imagery do the hard work visually. A few things worth looking out for:

  • How we incorporated NZ Festival’s stunning video work (from their TV campaign) into the homepage

  • Quotes/reviews within slideshows and the tiles for featured items – they're rather effective for selling tickets

  • The degree of variation in event data – something we worked hard at displaying well

  • The graphics when you browse collections, which are built from the events that are added to them

2016 marked the Festival's 30th anniversary and 10 years of collaboration with us. As a way of taking stock, and also setting up the direction for the next 30 years, we guided the Festival team through an internal brand process. This gave their organisation a sense of what made them them, what role their work played in people’s lives and an understanding of where they fitted in the marketplace. The result was an extremely coherent and consistent campaign that cemented itself in people’s minds.

A back-end solution that handles complex events – no worries

We rebuilt Festival’s aging content management system on Wagtail. This gave us the opportunity to take a fresh look at the admin experience – making it much simpler and saner for their team.

Easy customisation in Wagtail meant we could break up the large amount of data around events into tabs for specific tasks. We built the Festival team a wide range of tools, particularly for events – including ordering and size to promote certain shows at certain times.