NZDW’s founder, Jen Jones, approached me with a clear challenge: event types and corresponding tickets were confusing on the existing website, and the visual language didn’t reflect the refinement of the brand and printed materials. I was tasked with evolving the digital design language, clarifying the event structure and schedule, and simplifying ticket types to improve the customer experience and increase conversions. All of this needed to be delivered within tight constraints around timing, budget, and platform limitations.

We began with a rethinking of the information architecture, navigation, and content design – ensuring every visitor could quickly understand the structure of the week, discover events aligned to their interests, and purchase the right tickets with confidence. The visual direction drew from NZDW’s printed materials and motion graphics, bringing bold typography and energetic colour into a more cohesive digital system.

Applying this design language to a complex event structure was a key challenge. Four distinct event types, each with multiple ticket variations, had previously been presented with inconsistent language and little hierarchy. I addressed this by assigning each ticket type a distinct colour and icon – creating a clear, consistent visual system to guide users through the programme, schedule, and purchase flow.

The result is a bold, highly legible event platform that brings clarity to a complex offering and streamlines the path to purchase. The redesigned experience contributed to NZDW’s most successful year to date – with an "undeniable" boost in ticket purchase conversions – and establishes a scalable design system to support the festival’s continued growth.