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Morrow Hall

A concert hall programme for people who never go

Black and white photograph of hands playing a grand piano
Client
Morrow Hall
Year
2022
Industry
Culture
Services
Editorial design, Season programme, Ticketing flows

The brief

The hall's audience was ageing, and newcomers told researchers they did not know what to wear, when to clap or how long it would last.

Rows of empty wooden seats in warm light
The programme lists the length of every piece.

What we did

  1. The season programme answers those questions first: running time, when to arrive, what to wear (anything).

  2. Every concert page leads with a 30-second listen, not a biography.

  3. We cut the ticketing flow from nine steps to four and removed the account requirement.

Warm light glowing through a round opening in the dark
Season covers use one photograph, no text.

Outcome

First-time bookers made up 38% of the season's audience, up from 12% the year before.

First-time bookers
38%
Steps to buy a ticket
9 to 4

The programme reads like a friend telling you what to expect. Our box office noticed within a week.

Fiona MacAulayHead of Audiences, Morrow Hall

Credits

Editorial design
Beatrix Holm
Ticketing UX
Priya Raman
Next projectNorthgate Architects

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