Mass Moca, one of the largest contemporary art museums in the US, asked Publicis to re-design their website. The legacy site had been in place for several years and it was time to evolve. The primary business goal was to drive visits and event ticket sales. The challenge was to create a website that communicates all the goings on of a museum and live performance space AND delivers an impression of the size and scale of the installations, institution and grounds.
We explored the user journey through several persona mindsets, from event driven weekend traveler to the academic researcher.
Organized the content.
And defined a brand identity language.
To design an immersive interface that heroes the institution, art and culture to drive consideration through a calendar of exhibitions and performances.
Within a responsive framework, optimized for desktop and mobile viewing.
The redesigned massmoca.org launched in April of 2016. The institution and the community love the new site; and as data comes in we’ll continue to optimize and develop in new directions.