Challenge
Create a digital brand that fully communicates the personality and success of the internationally acclaimed Miami City Ballet Dance Company.

Miami City Ballet is one of the nation's most acclaimed ballet companies. Led by ballet great, Edward Villella, the MCB presents an increasingly varied repertoire. The company is also recognized as one of the few to expertly present the masterworks of the 20th Century's greatest choreographer, George Balanchine, as many of the dances were created for Edward Villella.

In addition to the highest caliber entertainment, the MCB provides education through the Miami City Ballet School. All of these things have enabled the MCB to compete with companies 3-4 times the size, such as San Francisco and New York, and have allowed the MCB School to attract some tremendous dance talent.

Although MCB has obtained national and international acclaim and are recognized for their exceptional performance and talent outside of South Florida, for many complex reasons they have not been fully accepted in the South Florida community. For this reason, brand consistency between offline and digital became increasingly critical.

http://www.miamicityballet.org

Solution
Interactive Blue designed the overall user experience centered on the needs of Miami City Ballet's key constituents -Patrons, Dancers, Students, and Sponsors. By considering the needs and intentions of these users the navigation was designed to support four main interests--Performance Information and Schedule, Ticket Purchasing, School Schedule and Information, and Giving Opportunities.

Interactive Blue met with the key stakeholders and creative directors of MCB in order to create a visual design that embodies the sensuality, strength, athleticism, grace, and geography (South Florida) of the company itself. The site's design and architecture also supports MCB's position in the dance world as a premier dance company with both national and international acclaim.

Features & Benefits

• Created a consistent navigation model that supports the users exploration of the site and allows MCB to easily add and remove sections
• Organized the site around the key business objectives and constituents
• Created a visual experience that echoes the messages of MCB's strong, offline brand
• Streamlined the number of "clicks" a user needs to take when purchasing tickets
• Created an online philanthropy and fund raising section