Responsive Website for The Institute of Contemporary Music Performance

the brief

The Brief

ICMP underwent a complete brand refresh and, armed with a new logo and marketing collateral, we were tasked with redesigning the website and improving the online user journey.


The Challenge

ICMP is located in London at the heart of the global music industry. They provide a range of courses for students and mentor them to reach their personal music goals and ambitions. ICMP went through a rebrand which included a new name, logo and look. Once this was completed, they needed to translate this new look online and also felt the functionality of their website could be improved.

We stepped in and worked with ICMP to redesign their website and create a more fluent user journey for existing and potential new students. Our first challenge was the homepage. The page was content heavy and the dynamic content, like the social feeds, was pushed to the bottom and needed more visibility. We redesigned the homepage to give it a clean, simple look and focused more on the dynamic content, which involved creating a platform for video, to make the landing page more engaging. To further reinforce the brand’s selling points, we also created messaging around why students should choose ICMP and this content now follows users around the site.

The course directory was also very content heavy and difficult to navigate. ICMP wanted users to be able to find what they were looking for more efficiently, to ultimately increase the number of enquiries on the website. We simplified this directory by creating a tabbed approach. This enabled the ‘find a course’ function to be permanently visible, so whatever page a user is viewing, they can search for what they are looking for. We also improved the look and feel of the directory. Originally a static list of course titles, we revamped this section to include imagery and a short description of each course.

To help increase engagement on mobile, we created sticky headers that make applying for a course much easier on the move. With the average consumer spending around two hours a day on their smartphone, we felt improving the mobile experience was crucial.

By using their new marketing collateral and photography and improving the functionality of key pages on both desktop and mobile devices, we were able to completely refresh the website and bring the new brand to life.

View website
ICMP UX and UI design

The Results

A highly intuitive website that is simple to use, engaging and reflects the brand’s core values.

The website achieved Bronze winner status in The 6th Annual Lovie Awards in the Web: Schools & Education category


Skills Used

  • content
  • insight
  • website
  • experience
  • analytics
  • interface

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