Scottish Ballet needed a flexible yet easy-to-maintain and manage website to showcase their world-class productions, dancers, and wider work.
As a touring company, it’s important that the Scottish Ballet brand comes across clearly in all their communications, so we worked closely with the in-house team to ensure their brand is presented to its best advantage; a ‘high fashion’ organisation which fuses world-class, classic ballet technique with a pioneering spirit.
The result is a deceptively simple yet highly effective design framework which helps reflect this sophisticated and forward-thinking company. As a highly visual artform, the website is very consciously image/video-focused – perfect for an organisation with excellent in-house photography and video-making skills (the latter of which is housed in a dedicated SBTV section, as well as being used throughout the site).
And the addition of gliding, zooming and fading elements throughout the website brings subtle and elegant movement to the fore.
Alongside representing this world-class brand, another key aim for the new website was to give the in-house team the ability to easily create ‘worlds’ for each production; giving each show its own look and feel but still keeping it clearly part of the Scottish Ballet family of productions.
This has been achieved by allowing the team just the right amount of design flexibility – in terms of colours, layout, background image – whilst retaining a consistent typographical framework. This enables efficient and effective differentiation between productions.
Another objective was to better showcase the company’s dancers; presenting them as true superstars.
We’ve done this by giving each dancer almost a ‘microsite’ within the main website – incorporating a biography, photos, videos, repertoire, reviews, social media streams … This helps to raise the profile of each artist individually, at the same time highlighting the breadth of talent within the organisation.
Although production tickets are sold via each touring venue, the Scottish Ballet website integrates with Tessitura's TNEW technology to sell merchandise, as well as classes and events held at the company’s home venue, Tramway arts centre in Glasgow.
"It has been a real pleasure to work with Supercool on Scottish Ballet’s new website. The process felt like a partnership with enthusiastic people that have flair, technical solutions and cared as much as we did about the final product. Most importantly, we are delighted with the result: an easy to manage and striking website that delivers results (higher engagement, lower bounce rates, and higher conversions)." Charlotte Gross, Head of Sales & Marketing
The Scottish Ballet website was awarded bronze in the 2016 Lovie Awards for 'Best Website: Art'.
- Tessitura integration
- Frontend development
- Interface design
- Responsive design
- User journey
- UX (user experience) design
- Web design
- Website build (content-managed)