Our assignment was to capture and develop a new brand, “Newfields,” and quickly deliver information about the Indianapolis Museum of Art and activities happening at Newfields, the 152-acre campus which includes the museum. Two challenges immediately emerged: 1.) to reassure those who love the Indianapolis Museum of Art (its former identity) that this new site still represents the same wonderful institution, with the same wonderful art and programs. And 2.) to attract new people who wouldn’t typically consider a trip to an art museum, quickly communicating the variety of events, garden, food, performances and other features on its campus.
Through design, motion and strategic decisions to balance indoor and outdoor events, then presenting them in a modern, inviting way—including a delightful, interactive map that changes with the seasons, containing hidden gems of animation while orienting visitors to the overall scope of the Newfields campus—the site promises a lively variety of well-curated experiences while quickly getting visitors to the information they came looking for.
In the first two months, page views were up 132% year over year, average time on page was up 14%, and visits to the calendar page increased by 139%. An event to introduce the new branding resulted in over 10,000 ticket transactions, with an impressive goal conversion rate of 5.44%.