For brand new potential customers who have no prior knowledge of Secret Cinema and what they do, the website is crucial in drawing them in to discover enough to make the leap to buying a ticket. I worked with BIG on the redesign, combining their expertise in creating the perfect story to guide users through the website and their starting point for the design aesthetic with my skills in creating the designs in Figma and developing the initial concepts into a complete website.
The previous website struggled to communicate:
Visitors who were new to the brand often left without fully understanding the offering, reducing interest, engagement and conversions.
I was brought in as the lead designer for the full website refresh. Working collaboratively with the BIG creative team, who helped shape the narrative direction, I translated our shared vision into a fully designed digital product.
My responsibilities included:
Rather than overwhelming visitors with a traditional event listing, we:
These choices helped visitors explore without feeling lost or overloaded.
We collaborated with BIG on story-driven aesthetic cues — cinematic typography, mysterious imagery, controlled use of motion — to evoke the feel of Secret Cinema without revealing spoilers.
Before: Visitors arrived, saw generic event info, and didn’t understand why they should buy a ticket.
After: Users experience a sense of intrigue and narrative momentum as they scroll — building curiosity and desire to engage.
The redesign turned the website into an immersive portal that feels more like a Secret Cinema journey, not just an informational page.
