BalletX

BalletX’s work is so stunning on its own that we knew our job was to design in ways that let their work speak for itself. We brought their images and videos to life to capture the attention of visitors, especially if they were scrolling on their phones.

One of the biggest updates was our retooling of the navigation menus on the website to create an easy-to-navigate mobile experience without taking away from the vibrant and colorful images that draw in the visitor. Having already developed a strong collaborative relationship with BalletX, we had front-row seats to the impressive growth over the five years since we launched their previous website.

For the refresh, we created an experience that laid out clear paths for visitors to complete actions like “Buy a Ticket” or “Donate.” Clear site mapping and smart information architecture (IA) helped us make sure that users could find exactly what they needed. But we also built a connected web of content so they could also discover something brand new. To do this, we designed intuitive pathways for users to discover the many connections that take place on the stage and behind the scenes. For example, a dancer’s bio page would feature events or content related to that dancer, performance pages would display choreographer information, and single performance pages would be connected to a series of events.

Even on a mobile device, users could experience the various ways that BalletX is progressing contemporary ballet and the role of the modern arts organization in their community by navigating the website.

We also delivered a Content Audit with recommendations. As part of this, our in-house writer provided copywriting assistance for key pages so that the written content was clear, inviting, and crafted to speak directly to the specific audiences those certain pages were designed to reach.