Working with clients whose teams includes contortionists, rock gods, massage therapists, superheroes & Mexican wrestlers isn’t something that happens every day.
That was the world we found ourselves in when we embraced the craziness that is Fringe.
The New Zealand Fringe Festival, also known at times as the Wellington Fringe or just FRINGE!, has become a vital & enthralling part of Wellington’s artistic landscape, while simultaneously a rite of passage for artists and audiences alike.
Festivals are often seen as the glamorous star of the creative arts sector but are notoriously underfunded. This creates a self-perpetuating cycle of underperformance.
Operated by not for profits, they are heavily reliant on ticket revenue to meet operating costs in a global climate of reduced arts sector funding. These means they often do not have the funds to secure a professional digital platform critical to achieving critical mass of sales, often leading to sub-standard adhoc online platforms.
Further to this, Fringe is a distinct sub-genre within the Festivals sector, with a focus on early stage or experimental performances. It means more shows, more venues & smaller audiences & a donation based mentality that was contrary to the budgetary needs of the Fringe team.
Through our decade long involvement in the sector, we have developed both a deep understanding of the unique challenges facing arts festival organisations & a technical platform that allows us to deliver experiential, flexible yet effective sites. We were able to bring this experience to bear on the Fringe 2017 edition with great success.
By embracing a truly design led process we have been able to create a visually impactful, beautiful, fun and indelible digital brand. The festival is a colourful affair and this sentiment has literally informed the digital experience.
Clutter has been avoided & clean modular page designs have been created. Single minded illustrations on bright festival colours, clean structured layouts & curated behaviours create a unique festival digital experience.
The individual show assets are varied in appearance & quality, and have previously diluted the Fringe brand through inconsiderate application. In this design evolution, the Fringe brand remains strong at all site touchpoints, including the individual show pages. Simultaneously the design presents the shows in a visually appealing way and has had buy in from all festival participants.
The New Zealand Fringe Festival 2017 was the most successful edition in 27 years, with the new Fringe site generated a whopping 63% increase in online sales & 240% increase in online merchandise sales.
NZ Fringe Festival Director
“NV created a website that captures the brand & essence of NZ Fringe. They made it easy for our audiences to navigate & most importantly buy more tickets online than ever before.
The Fringe website has been an outstanding success & we’ve had compliments from Fringe Festivals across the globe.”