Royal Winnipeg Ballet

The RWB wanted a website that would inspire, engage, and reflect the organization’s mission of enriching the human experience through outstanding dance, while also addressing critical challenges, including establishing a clear distinction between the School and Company, showcasing key content more effectively, and having a user-friendly CMS to ensure internal teams could manage content more easily.

The new site needed to not only showcase the RWB’s brand and artistry with a modern, sophisticated design, but also drive clear calls to action like ticket purchases, donations, and school applications.

To meet the RWB’s need for a modern, user-friendly website, we chose to implement a WordPress solution for its flexibility, robust plugins, WCAG 2.1 AA accessibility compliance, and scalability. 

By collaborating closely with RWB’s in-house creative team, we were able to combine RWB’s deep understanding of their brand with Mangrove’s web design expertise. The final solution features custom top-level pages for the Company and School, balancing distinct audience needs with seamless navigation.

We also revamped the site architecture and introduced a flexible CMS, simplifying internal updates and empowering RWB staff to manage their digital presence efficiently.

• A robust system of custom post types (CPTs) will streamline the management of programs, classes, performances, and team member profiles, ensuring flexibility and ease of use for the RWB team.
• A bright and layered aesthetic with creative use of imagery, such as bleeding photos off the edge reflects the artistry and rhythm of ballet.
• Linework and shapes inspired by choreography and dance notation were incorporated into the design, adding visual interest for the general public while offering a meaningful nod to dancers and the ballet community.