Creating a flexible, interactive and eye-catching modular design for BAFTA

Written 11.01.10 by: Sally Smith

Success rested upon working collaboratively with the BAFTA team during the design and build phase. Our main priorities were to create a more flexible and intuitive grid; with a range of modules giving BAFTA staff the freedom to create their own distinct templates. We also introduced clearer calls to action, positioned consistently in the right-hand column and the ability for BAFTA to create sub-brands within the main brand.

The latter was an important piece of work, with the new ‘Access All Areas’ section and its unique brand needing to be integrated into the site in a seamless yet distinct way. We were tasked with extending the offline ‘Access All Areas’ brand, created by Rose, online; intuitively sign-posting the section across the rest of the site with the use of the Access All Areas designed tag.

Another key goal of the project was to streamline the navigation. Since the original BAFTA launch the content had grown at a rapid rate, with the fullness of the site being a major reason for redesigning. To reduce complication we removed the third level navigation throughout the site and used ‘Related items’ and list pages to allow users to explore deep content, rather than a more inflexible hierarchical navigation. The use of Javascript in-page also allowed BAFTA to reduce clutter whilst maintaining the richness and depth of content.

All of the site improvements were designed to better support user journeys through the site and deliver on BAFTA’s Key Performance Indicators (KPIs) for 2009/10. These vital actions for BAFTA include watching an educational video, signing up for a newsletter, entering a competition and bookmarking/sharing the BAFTA site, amongst others.

For members the new site is designed to encourage greater engagement with BAFTA via commenting, user generated contributions and a better experience around video content. While for learners, the rebranding and improvement of the Learning & Events section into ‘Access All Areas’ has created an online space that provides students and other career starters with the information they need about film, TV and video games.

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For media enquiries please contact George Crabb at the OTHER media. Tel: 020 7089 5959 or email george.crabb@othermedia.com

Notes to editors:

• The British Academy of Film and Television Arts supports, develops and promotes the art forms of the moving image, by identifying and rewarding excellence, inspiring practitioners and benefiting the public. www.bafta.org
• With 14 years of digital experience, the OTHER media brings together innovative design, technology and people. We’re committed to driving the online success of our clients.
• If you would like to discuss a redesign please phone us on 020 7089 5959 or email george.crabb@othermedia.com

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