Web & Marketing
Helping singer, Kyle Newman, entertain again after a global pandemic
Client.
Kyle Newman has been singing professionally for the best part of 20 years, and in that time has traveled all across the UK singing at a wide variety of events.
She needed a helping hand giving her brand a boost after the global pandemic impacted the entertainment industry.
Objectives.
• Generate new singing leads post-COVID.
• Create a colourful portfolio for Kyle.
• Become a hub for all singing updates.
Before
After
Introducing the project
Kyle needed a portfolio website that showed her colourful personality whilst remaining professional. After the global COVID-19 pandemic, it was more important than ever for singers and performers, like Kyle, to come back stronger than ever.
Due to the circumstances of COVID-19, the entire project was managed, designed, and delivered remotely. Over online discovery workshops, we got a feel for her key target audiences and how to present herself to prospects.
The design explained
It was important that the website was speaking to a specific target audience, people looking for a versatile singer to entertain at weddings, corporate socials, or large-scale events. Value for money, credibility, and flexibility are likely at the forefront of their minds. Spending time analysing the competition and understanding Kyle’s values with in-depth research helped inform the design decisions.
The site was designed to funnel users through a discovery process. It was key to get across the offering in an easy-to-understand way wherever they may be in the customer journey - a primary pain point for most is the costs. Communicating the benefits was key, we wanted to avoid prospects getting caught up in money before they had considered the value of the service. I opted for using bold imagery, slick animation, personal content, clearly displayed testimonials, and neat signposting all to help guide users successfully through the navigation of the site.
Site structure
The site was split into three main areas; weddings, private functions, and others. Each section is designed specifically with the needs of a specific target audience in mind and what’s shown is based on those pain points identified.
Colour-wise, there was some creative control to brand-up Kyle as a business. The colour scheme had to show love, happiness, professionalism and empathy. I opted for Autumn colour palettes initially and later in the process the colours went from a darker look, to something more bright and playful.
Standing out from the crowds
Singing is all about having fun. I didn’t want to get too bogged down in messaging and forget what fuels the entertainment industry, creativity.
I added various niche touches to the website like; unique singing based quotes for inspiration on the footer of each page, a PDF functionality to download pages aimed at busy wedding planners and a cool map pinning everywhere Kyle has travelled. All of this brings the site to life in a creative way which other singing competitors are not doing!