For decades, Centre in the Square has been widely recognized as the premier arts and entertainment centre in the Kitchener-Waterloo region. But with an aging patron audience and stagnant growth, CITS needed to refresh their aging brand and attract both top tier performers, and a new younger demographic. We got to work on a full rebrand, which included a deep dive into their target demographic and geographical market research. Core to the rebrand was a new digital site, identity, and mobile experience.
We started by positioning CITS as the prime arts curator “at the centre of it all” in the region. With this guiding narrative, we began mapping out the site, with the design, functionality, and experience all underscoring a fresh contemporary look and feel. The site’s primary goal was to drive ticket sales with a younger audience, and it had to do so seamlessly across devices.
We created a responsive website that was lean on text, conveying most of its messaging across visual mediums and interactive components. We highlighted upcoming programs, ticket purchases, and other local arts happenings through an elevated, clean, bold and contemporary new design that hinged on usability and ease of navigation. We implemented a robust filter and search mechanism that allowed users to choose their type of engagement with the site: from artists, to calendars, events, and even price range. We reduced the number of steps to purchase, and integrated with an existing vendor platform to ensure a seamless checkout experience. The final product is an easy to navigate experience, with a compelling design and a refreshed brand that resonates with younger audiences—on whatever devices they use.
Four years later, CITS is attracting a significant amount of younger audiences, while elevating their offerings and reputation as an arts authority in the area. We like to think we had something to do with that performance.