Tribeca has a great heritage as a brand, but the public mostly attaches it to the festival itself. To position Tribeca as a major player in the arts year-round, we decided to completely revamp the website, shifting the user experience from an institutional/informational site to an editorially driven experience that is useful, entertaining and engaging for not only fans of film, but also artists themselves and avid culture junkies. Our team concepted the new site from the ground up, including the following elements:
UX/UI - Shifting to a visually driven editorial experience with eye catching headlines. Some key features include large high quality images, a robust persistent global navigation, and content that fuses practical information about the festival with of-the-moment features about arts and culture at large.
Content tagging system - Our goal was to surface a great archive of historical content while creating unique new editorial content to position Tribeca as a vital voice in current culture as well as film.
Branding - The site works to educate the public about Tribeca’s sub-brands while preserving the strength and heritage of the Festival brand. We used strategically designed navigation and a color coding system to differentiate the many brands from one another.
Experience the site here.