Dr. Phillips Center for the Performing Arts

Capturing the Soul of the Brand

Bringing a physical experience into the digital world


Digital Marketing

Dr. Phillips Performing Arts Center Website

Content Strategy, Creative Design, Experience Design, Experience Strategy, Mobile, Responsive Design, Web Development

The Ask

Create a digital experience that captures and conveys the heart and soul of a dynamic physical space

The Dr. Phillips Center for the Performing Arts is a hub of creativity and learning that spans two city blocks and 330,000 square-feet in downtown Orlando, Florida and includes expansive performance venues, a majestic public square, and lively upscale retail shopping.

When the center opened in 2014, they wanted a website that would be as modern, vibrant, and accessible as the glittering complex itself. The goals of the website meant to portray the emotional experience of the Dr. Phillips Center in a digital format that would:

  • Immerse customers in the vibrancy of the center experience
  • Encourage discovery, exploration, and engagement
  • Provide enjoyment, utility, and ease of use
  • Encourage patronage and donation revenues
  • Promote the center’s mission to be a world-class arts venue
  • Increase ticket sales, with 50% of sales online
  • Grow patron email sign-ups for future communications and engagement

The Solution

Design an exciting website experience that is inspiring, informative, and intuitive

Macquarium identified audience segments and mapped user journeys in order to create a targeted and intuitive experience with emotional and utilitarian appeal for a number of different audiences.

Detailed information architecture and interaction designs were brought stunningly to life through captivating visual design that fully expresses the drama of performances, artworks, and the complex itself. Visitors can experience the soul of the center using convenient options to explore and learn about upcoming events, tickets, venues, space rental, membership, volunteering, donating, as well as getting involved in art education and community outreach.

Now visitors can experience Dr. Phillips Performing Art Center, understand their mission, and easily access information—immersing online audiences in the new complex’s unique location, purpose, and brand.

Annual economic impact from the
center is over $430 million dollars.

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The Macquarium Building
1800 Peachtree St. NW, Suite 250
Atlanta, GA 30309

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