Each year the Baltimore Office of Promotion & the Arts (BOPA) promotes positivity and social change through Light City, a free festival of light, music, innovation, and community. While the event features a wide range of light art installations, presentations addressing social issues, and a number of free concerts, it has historically been regionally focused. This year, organizers sought to evolve the event to attract a larger national (and international) audience as well as “blue-chip” sponsors.
They identified the website as a critical component in that strategy.
The website needed to provide the hundreds of thousands of attendees with a dynamic and intuitive interface for finding and participating in events. But it also needed to tap into the Light City spirit, promote a range of exhibitions, and reveal the strong talent, creativity, and community that truly define Baltimore at a time when the city’s image faces challenges.
One more detail: BOPA needed to launch a Light City site in Drupal, for multiple content managers, optimized for any screen or device — start to finish — in six weeks.
Ready. Set. Whoa.
Partnering with BOPA, idfive redesigned the Light City website to further support the festival and its mission. We used video and cascading lights to capture the energy of Light City and differentiate it from other festivals of its kind. We worked closely with BOPA to develop a content strategy that distilled content into four pillars — Light, Music, Innovation and Community — to illuminate the festival’s multi-tiered mission and programming options.
Most importantly for festival-goers, we reimagined the event interface to make it easier to find and attend in events. Using the Google Maps API, we styled an interactive map to pinpoint art installations, musical performances, Labs@LightCity speakers, and community participants. We also created a featured feed, “Happening at Light City”, to guide users to select, upcoming events more quickly.
idfive not only completed the site within the six weeks, we worked with the BOPA team and its hosting partners to launch it live during the Light City press conference.