New York Philharmonic – Chelsea Gil

Deliverable: Responsive Website
Agency: Sequence
Role: Design Director & Lead Designer
UX Lead: Andrew Afram
Designer: John Kim

New York Philharmonic

The New York Philharmonic is a renowned institution with a devoted, global fan base. With a brand refresh in progress, they needed a digital experience that would live up to the new brand and bring their content to life.

With their dynamic content and evolving demographic, we needed to create an experience that would retain existing subscribers and engage new audiences. To do so, we focused on 3 design imperatives: distinguish content, maximize utility, and captivate users.

New York Philharmonic

The New York Philharmonic is a renowned institution with a devoted, global fan base. With a brand refresh in progress, they needed a digital experience that would live up to the new brand and bring their content to life.

NYPhil.org

The New York Philharmonic is a renowned institution with a devoted, global fan base. With a brand refresh in progress, they needed a digital experience that would live up to the new brand and bring their content to life.

Approach

As a first step, we restructured and simplified the site navigation, creating a clear hierarchy so that users could navigate effortlessly. We also crafted varied module styles to showcase their range of events and give pertinent productions center stage. Clear patterns and intentional color use also helped visitors explore the site without feeling lost or unable to take action.

More importantly, the dynamic nature of the music begged for a visual design that would emotionally connect the user to the content. Large, immersive imagery, and interactive content inspires visitors to delve deeper and explore. Prominent call-to-actions easily transform visitor interest into a purchase. The end result is a bold, dynamic experience that reflects the New York Philharmonic brand, and delivers content and functionality in a way that is easy and enjoyable to consume.

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