A Platform for the Arts
"Lyrici Arts is a Black led organisation creating theatre and arts programmes that amplify black and diverse stories." They approached us to assist with the specification of a new brand and fully accessible digital solution ahead of funding by the Arts Council. We collaborated at an early stage with Lyrici to thoroughly refine their online proposition in order to inform a brand and website that could elevate their cause. A collaborative kick-off workshop defined project background, potential risks, project ambitions and processes. We then conducted 'Empathy mapping' remotely via a Miro virtual white-board . This process allows us to consider five key areas of experience for our audiences: their tasks, their feelings, their influences, their pain-points and their ultimate goal. This work allowed us to specify a truly fit-for purpose interactive solution.
A unique and contemporary brand identity
Lyrici wanted a new brand to support a re-launch that would broaden their reach and engagement with local communities. We were tasked with adding life and vibrancy and pop to an organisation that brings so much joy and creativity to its audience. Following extensive development that established a spotlight influenced concept based around 'taking centre stage', we delivered an accessible brand that could work across online and printed media, with proof-of concepts made for stationary, cards, merchandise and digital products. The result was a dynamic and contemporary identity that was rooted in legibility and accessibility. The development phase could subsequently rely on full brand-guidelines including definition of tone, colour, type, space and image treatment.
Ensuring True Accessibility
This project was funded by the Arts Council UK, so it was vital for us to prove that we had considered the genuine needs of real people when building the website, as well as achieving WCAG 2.1 AA accessibility standards. We engaged in user-testing at two separate phases in the project, with both design and development prototypes. Our pool of testing candidate covered Lyrici's target demographic but took into account diversity in age, gender, ethnic and social background. We tested with users with lived experience of cognitive, physical and sight impairments, enabling us to ensure our website worked through various screen-readers, and that content could be easily digested by all.
Proven Inclusive Engagement
Lyrici know art changes lives, and their values align very closely with our own. Their organisation has an incredibly positive impact on the residents of Medway and we wanted to provide them with a digital presence and a vibrant brand to represent that impact. We achieved this collaboratively, on-time and on-budget. The new website has enabled Lyrici to widen the net in terms of the audiences they are able to communicate with, through an accessible website optimised for an efficient and intuitive user experience. This was informed and proven by real users throughout build and launch.