AUSTRALIAN BRANDENBURG ORCHESTRA

TitleAUSTRALIAN BRANDENBURG ORCHESTRA
ClientAUSTRALIAN BRANDENBURG ORCHESTRA
Product/ServiceAUSTRALIAN BRANDENBURG ORCHESTRA WEBSITE
CategoryA07. Overall Aesthetic Design
EntrantACCENTURE INTERACTIVE Fitzroy, AUSTRALIA
Idea Creation ACCENTURE INTERACTIVE Fitzroy, AUSTRALIA
Production ACCENTURE INTERACTIVE Fitzroy, AUSTRALIA

The Campaign

After attending ABO performances and completely immersing ourselves in the concert-going experience, the challenge was to translate the sense of dynamism and passion we saw on stage into the digital space. Connecting visitors with the live experience was paramount, this is where the true magic happens. Working closely with the Orchestra to refresh its brand look and feel, we wanted to translate that experience not only through its aesthetic, but also through its interaction. Working collaboratively with our developers, the team created a dynamic colour framework for key sections of the site, enabling colour to pull primary colours from photography. We wanted to bring content to the forefront of the website, embodying the personality of the organisation and heritage of the music.

Creative Execution

The ABO are positioned as a passionate, accessible, inclusive organisation helping those who may not be familiar with Baroque music to discover its magic, and those who already were, to rediscover it. Working with the ABO we workshopped a number of key user journeys. We aimed to engage and support the Brandenburg audience at whichever stage they were at; whether they were wanting tickets for a performance, running late to get to a venue, in a bind and needing some help, or simply wanting to learn more about the orchestra, we ensured site visitors would find what they needed, when they needed it. User feedback was that the single biggest pain point was the amount of time and effort it took for an interested visitor to purchase a ticket. Accordingly, the new site provides multiple entry points to finding tickets, and the path to purchase is shortened and streamlined. Working closely with the Orchestra to refresh its brand look and feel, we wanted to translate that experience not only through its aesthetic, but also through its interaction. Working collaboratively with our developers, the team created a dynamic colour framework for key sections of the site, enabling colour to pull primary colours from photography. To bring to life classical music, and the orchestra, its musicians and music to the forefront of the experience, we focused on creating a modern, highly visual and tactile digital experience, using the refreshed brand colour palette and photographic direction. A variety of rich media content such as full-screen video and high-quality audio, is allowing the Orchestra to connect with its audiences in a way it has never before.

Credits

Name Company Position
Gabriel Tamborini Fjord, part of Accenture Interactive Creative Director
Links
Website URL