Vivid Sydney is the world’s largest festival of light, music & ideas and is owned, managed and produced by Destination NSW.

The website is often the first port of call for people considering a visit to Vivid Sydney as well as to purchase tickets for Vivid Ideas and Vivid Music events. In 2016 the brief was to reinvent the website to improve upon its functionality in order to enhance the event from inspiring visitation, to assisting in planning, to informing the visit.

It also needed to convey a dynamic visual expression of the festival.

The specific website objectives were a 10% YOY lift in site traffic, and 10% YOY increase in page views.

Over five weeks, the site was built in HTML, employing first in class UX, intuitive design and mobile first interactivity.

Vivid Sydney’s events are broken down into 3 categories: light, music and ideas.

On the Vivid Sydney 2016 website, three core event pillars, ‘Light’, ‘Music’ and ‘Ideas’ were called out, giving weight to the lesser known categories (Vivid Sydney is traditionally known for its spectacular light shows, and less for its music acts and thought-provoking speaker events).

These prominent menu buttons also helped the consumer flow through their journey to find exactly what they were after in a minimum number of clicks. The search functionality of the site was also optimised through the use of filters, and dynamic ‘Vivid Trails’ content.