Detroit Opera

A dynamic new web presence, brand architecture, and messaging for a leading opera company

Detroit Opera has long held a place of pride among American opera companies—and lately, under Artistic Director Yuval Sharon, they’ve been increasingly seen as a model of innovation. But when we began our collaboration, their website didn’t project—in content, visual expression, or site behavior—the leader they had become. In addition, they weren’t fully understood as a multifaceted opera producer, dance presenter, and host for visiting shows.

We worked with the Detroit Opera team to evolve foundational brand strategy and messaging and to create a new website that “lived” their artistic vision. The new site features eye-catching, dynamic design; rich multimedia; and copy that speaks to the experience of attending a Detroit performance. It is also designed to be easy for the small Detroit Opera team to maintain and update.

Importantly, the site melds an intuitive and enjoyable user experience with sophisticated functionality. We worked with our development partner, pixelslam, to integrate seamless ticket purchase and fundraising through Tessitura’s TNEW platform as well as a robust, filterable events calendar. The new detroitopera.org supports the company’s marketing and fundraising goals while also encouraging deep discovery of opera: underscoring the company’s role as a cornerstone of both its home city and the national arts landscape.

Objectives

Anchor site planning and building in comprehensive research
Evolve a brand architecture that clarifies range of offerings
Provide a smooth, engaging, and dynamic user experience
Visually and verbally convey both innovation and tradition
Encourage ticket purchases and donations as well as exploration
Resonate with both longtime and newer, diverse audiences
Develop a filterable calendar to easily search events
Integrate Tessitura’s TNEW platform for ticketing and fundraising
Craft a compelling messaging framework and web copy
Incorporate effective ways to feature multimedia and news
Create a user-friendly backend for web admins to easily update

Collaboration

Conducted interviews with internal and external stakeholders, including local community leaders
Audited internal and peer communications
Evolved a strategic, intuitive brand architecture
Developed compelling high-level and constituent-specific messages
Mapped diverse site users’ journeys
Planned and tested sitemap and wireframes
Created a fresh, lively design interface
Wrote key page copy to appeal to wide-ranging audiences
Developed WordPress site to serve as both a powerful transactional tool and a rich resource
Built sophisticated calendar and integrated TNEW platform with partner pixelslam
Provided SEO strategy and guided implementation with partner pixelslam

Scope

Qualitative interviews
Internal + external communications audits
Brand strategy / architecture
Messaging framework
Visitor journey maps
Sitemapping
Wireframing
User testing
Visual design
Copywriting
SEO strategy
Development
Integration of Tessitura’s TNEW platform
Training and documentation

Brand architecture + site architecture

When we began our collaboration, many did not know that Detroit Opera was, in addition to an opera producer, a top dance presenter in the region—and many associated Detroit Opera only with visiting non-opera shows presented in their venue, the beautifully restored Detroit Opera House.

We developed a brand architecture that named and brought forward their dance series—now Dance @ Detroit Opera—and created appropriate brand distance between what Detroit Opera produced and presented and those shows renting the Opera House. We also elevated their education, community, and digital initiatives. This updated brand architecture guided our sitemap, wireframing, and content strategy.

The top-level navigation clarifies Detroit Opera’s areas of focus—bringing forward dance, multimedia (“Explore”), education, and community. Visiting (rental) shows are also clearly presented on the site—and are a filter option on the calendar—but are not elevated to a navigation category.

Users first: journey maps and testing

Based on our interviews and research, we developed user journeys for five key audiences, mapping their thoughts, feelings, and actions to plan appropriate pathways through the site. After we built out a sitemap and prototype of the site, we conducted testing with users unaffiliated with either Sametz or Detroit Opera, and adjusted the site navigation and wireframes in response to their feedback.

Journey map

Sitemap tree testing

Detroit Opera has increasingly become well known as a leader and innovator in opera and an unparalleled performing arts destination in Detroit, and we needed a website that accurately and enthusiastically projected who we are. Sametz Blackstone delivered a visually striking, dynamic site with sophisticated functionality that’s compelling, thoughtfully organized, and not only easy but enjoyable to use.”

Patty Isacson Sabee

President and CEO, Detroit Opera

Brand promise

In place of a traditional welcome message, we created an animation that brings forward the multidimensional experience of opera and dance—and how Detroit Opera transcends expectations. We also used headings as opportunities to build a brand narrative—for example, introducing leadership not just with “Our team,” but “Driven by creativity.” Similarly, we integrated calls to action with language like “find your muse” throughout the site.

Strategic structures

A takeover menu makes it easy for users to grasp the breadth and offerings of Detroit Opera, quickly purchase tickets or make donations, and find the information they seek. The homepage showcases core season performances, events, and visiting performances—clearly and with appropriate hierarchy.

A variety of module types offers different ways to showcase varied types of performances. Animations allow the user to see more information as needed, and also add visual interest and energy.

Our site beautifully showcases our signature programs, highlights our dance series, and clarifies our relationship with visiting, rental performances at the Detroit Opera House. Importantly, the site captures the distinctive ways we bring together timeless artforms and fresh, unexpected ideas.”

Samantha Teter

Chief Marketing Officer, Detroit Opera

Streamlined show detail pages, with accordions and tabs, provide opportunities for users to navigate quickly to relevant information, while still maintaining visual interest through interactive images that appear on hover.

Design and development

We evolved a lively, forward-looking design and developed a wide range of modules to showcase diverse content types. Throughout, we incorporated creative image treatments that evoke curtains opening and performers taking the spotlight. We built on Detroit Opera’s recently updated brand to communicate a dynamic, contemporary, and unexpected attitude and experience. The site also features a calendar that pulls from multiple sources and connects to TNEW.

We built out a new education and community section that highlights Detroit Opera’s robust offerings for learners and audiences of all ages—both inside the Opera House and out.

Messaging and copywriting

We developed a messaging framework that includes storylines (core messaging concepts), a high-level message, and constituent-specific messages. This work then formed the foundation for website copy. Across all, we elevated the position of Detroit Opera as an artistic home for cutting-edge performances, a leading dance presenter, and a grand, historic venue—with a longstanding commitment to be in and of its home city.

Opera like you’ve never imagined—or experienced
Your home for groundbreaking opera productions, expertly curated dance series, and diverse performing arts
An essential pillar of Detroit’s cultural landscape—and source of civic pride
Only in Detroit—our programming reflects, responds to, and belongs to our city
A nationally celebrated destination for opera

The beautiful Detroit Opera House invites a glamorous and welcoming experience
Opera unites diverse art forms to amazing effect—and Detroit Opera is your destination to hear, see, and feel it for yourself
Detroit Opera is constantly building on its legacy of innovation and equity
Enriching the Detroit community through education and engagement programming and digital resources
Nurturing the next generation of talent

We drew on our messaging work to craft compelling copy that brings forward Detroit Opera’s distinctive strengths, “tilted” for diverse constituents. We also wrote experience-focused descriptions of opera to intrigue newcomers and invigorate longstanding fans.

Sametz Blackstone has been a true collaborator, going above and beyond to support our team and ensure that all aspects of our website are as effective as possible. The site is now an ideal tool to help us connect with a diverse array of new and current audiences, bolster support, and engage Detroiters of all ages and backgrounds—so that we can continue to expand our impact both regionally and nationally.”

Samantha Teter