Amphibian Stage is a non-profit theatre company based in Texas, USA. They strive to produce innovative and engaging theatre that inspires audiences and expands their horizons. As well as offering entertainment for all, Amphibian Stage runs classes for veterans, which help participants process their experiences in the military and find community.
We worked with this fantastic theatre company to deliver a new website that would be easier to navigate, highly engaging and boost ticket sales.
Brand Refresh / UX/UI / Web Design / Development
Our goal was to simplify Amphibian’s branding for greater impact and user-friendliness. That’s why we reduced the colour palette and sought out green tones that would aid visual accessibility and coherence on the new site. Next step was attending to Amphibian’s use of type. We ended up circling back to the main font used in their signage: Trade Gothic, and used it according to rule sets across the site. These changes helped us create a visual identity that is fun, flexible and defined.
Research and discovery showed us that our focus needed to be on drawing people in, and making the journey towards purchasing tickets smoother. The previous landing page echoed the atmosphere of the theatre experience but it didn’t yield a lot of information or aid navigation. Lutalica responded to this by creating a more extensive homepage, with ample opportunity to feature content such as shows, membership options and brand messaging.
The use of hover-activated moving elements made the visitor experience more engaging and allowed us to get more information on the page without it being overwhelming. We also opted for a simple but effective menu bar at the top of every page with clearer titles and relevant subcategories, using images where possible to make the experience more transparent. Between the additions of animation, a revolving announcement bar and hover-activated content pieces, the website itself operates more like a performance.
The desktop design lends itself well to mobile and tablet, with most pages encouraging users to scroll down through discreet sections until they reach their desired destination. CTAs take up a higher proportion of the screen in mobile vs. desktop; observing the difference between thumb vs. curser. And certain content blocks, such as featured performances ‘stack’ on mobile to aid readability.
“I knew from my first meeting with Studio Lutalica that they would be the team to complete our complex, time-sensitive, and very detailed site re-design. Their portfolio will show you incredibly strong work-but what you can’t see is what attentive, compassionate, and collaborative teammates they are. I don’t feel that we hired a contractor to complete a task but found a partner to help us achieve our institutional goals. Cecilia and their team’s creative problem-solving for Amphibian’s distinct needs made for a surprising, engaging, and beautiful site that really speaks to who we are.”
– Evan Woods, Marketing Manager at Amphibian Stage