The challenge

For 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. The previous website struggled to communicate:

  • What Secret Cinema actually is
  • Why the experience is unique
  • Why it's worth the price

Visitors new to the brand often left without fully understanding the offering, reducing interest, engagement and conversions.

My role

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:

  • Defining UI patterns and visual hierarchy that reflect immersive brand energy
  • Creating high-fidelity designs in Figma
  • Establishing a design that scales across desktop and mobile
  • Balancing storytelling, clarity and conversion-focused interactions

Layout & UI

Rather than overwhelming visitors with a traditional event listing, we:

  • Structured the homepage around narrative hooks
  • Used bold, atmospheric visuals to evoke curiosity

These choices helped visitors explore without feeling lost or overloaded.

I 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.

Outcome

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.