Client: Troxy
Project: Brand development and Event website
Role: Creative Director
Design, Dev and Video: Dave Manning, Arron Taylor-Peter, Jay Lewis and Colin Moody
Live link: troxy.co.uk
Background:
Troxy is a Grade II-listed Art Deco music venue on Commercial Road in Stepney, London. The venue was originally built as a cinema in 1933 which closed in 1960 and became a training school for the London Opera Centre. In the 1980s the building was used as a bingo hall and then converted to a live events space in 2006.
The brief was to refresh the brand and to evolve the existing Wordpress website. One of the major issues with the old website was the API function that dealt with the online ticketing system by Dice. This API platform needed to be updated to meet contemporary and future needs. However, as the website had to be maintained as the Wordpress CMS, this was one of the major challenges to be overcome.
Homepage scroll though. All video content by Colin Moody.
Design:
The new logo and brand aesthetic was made to be sympathetic to the buildings Art Deco architecture and interior design to reflect upon the 'grandness' of it history but to also function in a modern and interactive way.
We took a dynamic approach to the website design; once the basic design was done we evolved it over time as the website was being built after experimenting with the interactive elements and the content flow. The overall design has to show photographic content of performers and artists who have their own brand style, so the Troxy website had to balance this in a way that does not interfere.
An overview of the basic design that was later fine tuned in Development.
Outcome:
The new brand aesthetic has worked well and has helped to elevate Troxy to a contemporary design standard. The metrics of the website have seen a solid improvement with regard the efficiency of ticket purchase and increased dwell time, particularly with the Mobile version
