CELEBRATING PAST ACHIEVEMENTS WITH A FRESH VISION FOR THE FUTURE.
Revitalising the McNicol Ballet Collective’s Online Presence.
01.
PROJECT BRIEF.
OUR CONTRIBUTION.
PROJECT TYPE.
Branding Refresh
Content Reorganisation
User Experience Improvement
Design & Development
E-commerce Integration
Website Refresh and Redesign
The McNicol Ballet Collective is a UK-based contemporary ballet company dedicated to pushing the boundaries of traditional ballet.
They create innovative performances that engage diverse audiences and nurture new talent while emphasising their independent status.
CHALLENGES.
02.
TRANSFORMING AN OUTDATED WEBSITE INTO A DYNAMIC, USER-FRIENDLY EXPERIENCE.
The McNicol Ballet Collective's existing website no longer reflected their vibrant brand identity and mission.
It needed a refresh to align with their evolving goals and audience expectations.
/01
The old site felt outdated and didn’t express the brand’s ethos in a professional, clean way.
/02
The site’s navigation was cumbersome, requiring many clicks for minimal content.
/03
There was a need to shift the content from telling the story to showing it through visuals and a more engaging layout.
CREATING A DYNAMIC USER EXPERIENCE.
03.
The approach focused on creating a website that conveyed a sense of movement, reflective of the art form itself.
Third-party plugins and innovative formatting tools were used to enhance the flow, ensuring a consistent visual language across the site.
The end result was a navigation-light experience, delivering rich content in fewer clicks.
REFINING THE CONTENT FOR GREATER IMPACT.
04.
Collaboration with the client was key in reworking the site’s content.
Beginning with a shared document, existing material provided by Andrew was re-edited to emphasise visual storytelling.
This shift from text-heavy explanations to a more visual presentation effectively communicated the company's ethos and achievements.
BALANCING CLEAN DESIGN WITH ARTISTIC EXPRESSION.
The design process evolved through multiple iterations to balance personal aesthetic preferences with user experience best practices.
By refreshing the colour scheme, updating fonts, and incorporating elegant imagery, a clean, professional design was created that avoided the pitfalls of a corporate look while maintaining the brand's artistic integrity.
THE OUTCOME.
05.
EMPOWERING THE MCNICOL BALLET COLLECTIVE WITH A FUTURE-PROOF WEBSITE.
The new website not only celebrates the McNicol Ballet Collective’s past achievements but also positions them for future growth.
By improving user experience, refining content, and creating a professional yet artistic design, the online platform effectively engages the audience and supports the collective's evolving needs.
Inspired by McNicol Ballet Collective’s journey?
Let's collaborate to craft a brand experience that authentically represents your story and resonates with your audience.