PNTA
Role: Digital Media Specialist & Website Designer
Project Brief: A compilation of websites for PNTA’s multiple verticals built on Wix
Timeline: 1 year & 3 months
Skills: Market Research • Website Design • Branding • Graphic Design
PNTA is a leader in the regional arts and entertainment industry for over 40 years. Their streaming, content and technical production services are creative and accessible. PNTA sits at the intersection of cinema, live production and information technology.
My task as their Web Designer & Digital Media Specialist was to maintain their brand and their history, while also helping them pivot during COVID-19 to a virtual format for many of their verticals. They have 5 main industries: Streaming, live events, event production, makeup, and systems integration/theater production services.
Utilizing interviews and stakeholder feedback, I helped build and maintain 3 main sites: PNTAlive - for their virtual/hybrid event production, #SeattleLives - for livestreaming production, and PNTA: Systems Integration Services - for their systems integration vertical.
**Please note: These sites have changed in content and some branding since my time at PNTA, but the overall structure/basis of these sites remain similar/unchanged.
Challenge
How can I unite the different services that PNTA offers under one brand? How can I build touchpoints that can evolve with an industry that is changing quickly?
Research / Interviews
In order to create a brand and re-develop PNTA websites, I interviewed key stakeholders within the company, including the founder and vice president. Some key questions I formulated were:
Phased Solutions
During 2020-2021, the company had to adapt quickly to changing circumstances which made a very tight timeline to unite 5-6 unique verticals. Because of this, the team and I decided to focus our efforts into transforming the 3 websites above - PNTAlive, Sytems Integration, and #SeattleLives, while maintaining the other verticals as is with plans to revamp them at a later date.
PHASE 2: UNITE THE SITES WITH SIMILAR “UMBRELLA BRANDING”.
Once the 3 sites we chose have branding that is suitable and published. We would look at the site analytics and continue to interview key stakeholders for feedback. Taking metrics and feedback into account, we would evolve the site branding so that they would be visually more similar, but remain distinctly different websites. “Different” meaning the sites would have different names/URLs that “live” under the PNTA name brand and parent site.
PHASE 1: CREATE VISUALLY APPEALING SITES TO TARGET AUDIENCE.
Based on what the company’s capabilities and resources were at the time, the first step was to create sites with similar branding and targeted the correct audiences and stakeholders. Each demographic had a very specific type of audience that intersected but fundamentally had different goals.
Results / Takeaways
The successful re-branding of 3 sites. We were able to successfully implement and publish the 3 sites after interviewing employees of each vertical and collecting insights from them.
I helped build more relationships between the 3 verticals through these websites. Through my interviews and questions, it contributed to a more streamlined and focused understanding of how PNTA’s definition of success.
I developed a more thorough understanding of UX content writing and creation. I worked closely with the Marketing Director to write the content and collect the best graphics for each section of the website, making sure it aligned with brand standards that I created for each site. It allowed me to have a better understanding of how content affects the tone and usability of the site greatly.