Description:

Pride is synonymous with colour. So when we were invited to reimagine Auckland Pride Festival’s digital presence, we knew it would involve the rainbow but that it would also require a fresh new take on the use of colours.

Our reimagined look is bold, fearless, bright and unabashedly loud. The strong use of colour contrasts with the black and white banners used throughout the design. The distinct and striking canvas frames the myriad of diverse and varied events, and helps set the context of the festival.

A flexible homepage, has been designed to adapt depending on the time of year, with in festival and out of festival design options. With further customisation available including the option to swap out colours in key modules. Custom web fonts have been incorporated to tie the online presence to offline brand collateral.

The website’s key function is to provide education and information to the public about the festival and various events. A considered and flexible architecture was required to achieve this. The website needs to adapt and grow, not only based on the time of the year but also based on the size and scope of the festival this year, and in each subsequent year.

In the competitive world of events, accessibility of key. Punters need to be able to browse, research, select and share content with ease. Mobile friendly design is critical to achieving this, and played an important role in the UX phase of this project.

Strong usability was a key factor in designing the What’s On page and individual event listings. A seamless user journey needed to be supported by event filtering options like; date, venue, show type and genre.

Listing pages needed to showcase each event, utilising prominent imagery, strong headlines, dates, times, locations, prices and incorporate social sharing options. Of course, no event website would be complete without also providing a prominent call to action to book tickets on each page.

A robust and intuitive CMS is central to the success of any content heavy website. With Auckland Pride Festival’s in-house team managing content, our development team ensured that all content types were simple to load and easy to update.

The project was a true collaboration between NV and the team at Pride. A close working relationship, with weekly progress meetings, meant communication was clear and effective.

In the ever changing and challenging world of covid, a red light setting has meant the festival can only offer online events and public activations in 2022. They have risen to the occasion and adapted to the circumstances, and we’re confident they have a robust and adaptable website to support them no matter the circumstances.