WEBSITE
Capacity Interactive
Designing an audience-first website for a premier digital marketing agency.
Branding / Content Strategy / Custom WordPress Development / Information Architecture / Website Design
Capacity Interactive is the digital marketing agency for the performing arts, with a client roster that reads like a who’s-who of America’s cultural institutions. For years, CI’s website prioritized its extensive library of digital marketing tools and resources, and struggled to give its consultancy services equal footing — there were longtime site users who weren’t aware they could hire CI for digital marketing at all.
The Goal
An ambitious site redesign that would not only modernize their digital presence, but also enhance the user experience, clarify CI’s value proposition, and ultimately drive increased engagement and conversions.
We created an effective site map that promoted CI’s services and impressive client roster alongside their resources and education content.
As a data-obsessed organization, Capacity wanted to underscore that not only do they offer digital marketing services, but that they are true experts — and have the results to prove it. We created user journeys that spoke to both: a Services menu to guide new clients to the right area of focus, and a blown-out Clients experience to present their gorgeous case studies and seemingly endless array of client logos. (We also make it easy to cross-promote content from both.)
Resources remain a high priority on CI’s site, but are now consolidated in one hub that is easy to navigate by type and topic, and seamless to distribute throughout the rest of the site.
A new design system centers their striking client work — and impactful results.
A big part of CI’s updated visual identity is showing their expertise and impact in digital marketing. Our component design needed to be able to accommodate all sorts of animations, video content, and examples of client work — which ultimately includes everything from tabbed carousels to spinning graphs and full-screen takeovers.
A custom WordPress configuration unified their CMS.
CI was partially built on WordPress, but frustration with the restrictive and outdated theme pushed the marketing team to host the majority of their content on a Hubspot subdomain — which in itself was restrictive and limiting. We designed and built a custom WordPress theme based on CI’s digital goals, internal operations, and scalability in mind, finally providing the flexibility and brand expression they craved in one centralized location.