As agency of record, Aria produced an aggressive six month campaign, beginning with a new brand, and continuing with numerous programs and advertisements. Aria developed a specialized mobile version of the website targeted to on-site visitors which focuses content to drive foot traffic to all district venues.
Our first initiative was to set a standard brand in place. The district had been using variations of elements, colors, styling, and applications for its first year in existence. When we were engaged as agency of record, we saw the brand as the logical place to start.
We did a study of available assets, which led us to the red square with the words “The Dallas Arts District” stacked and reversed out in white. It represents the physical boundaries of the district, and creates a recognizable, unifying symbol for all participating organizations to rally around.
In the first phase of a comprehensive rebrand, and marketing effort led by Aria, The Dallas Arts District — the largest entertainment district of its kind in the nation — was in dire need of a way to engage visitors on the go: a site that carried the same feel as the rebranded full PC version, but was crafted for our growing mobile audience.
On June 17, we launched phase 1 of the mobile version of thedallasartsdistrict.org.
Even though it’s in the early-stage, it has been widely received as an amazingly audience-driven, easy-to-navigate website accessible by iPhone, iPad, Android and Blackberry users.