Dima Productions
Launched: 2010

The Brief  

Dima Productions is a New York City event booking and promotions company that runs the summer season of events in the South Street Seaport area.  In 2010 the company decided to reinvigorate its dated web presence and rebrand the various festivals, which included the Seaport Music Festival, Children’s Day, and Fulton Stall Market. The revamp would also require a fresh advertising and promotional campaign.  

The Paper Tiger Plan  

Paper Tiger was initially contacted regarding the Seaport Music Festival – a free weekend of live music aimed at the area’s hipster crowd. We gave the site a stylish minimal redesign, which allowed users to focus on the festival’s line-up news and general information.

Rather than enable Dima to upload relevant multimedia content directly to the website, we felt it would be better to integrate resources that the festivals target audience would already use to access music online. So, the site embeds pre-existing content from popular sources, including Soundcloud and Facebook, as well as integrating social networks like Twitter and Facebook.

The Content Management System we built allows Dima to easily add content and festival information to the site, as well as strip back the content during the festival’s off-season. It also enables the company to develop a new look for the site, according to that year’s particular branding.

While the existing Seaport Music Festival logo was quirky, we believed it wasn’t relevant to the festival’s target audience. So, we created an edgier and versatile new logo for use across the website, advertising and other promotional material.  

After the success of the Seaport Music Festival rebranding, Paper Tiger was asked to perform a similar task for Dima’s Children’s Day event and Fulton Stall Market.

Children’s Day’s is aimed at a demographic of young children and their parents, so we created a fresh and friendly website that appealed to its audience with bright colors and clear information.

This look was translated to the event’s advertising, as well as on the banners and signage at the event itself.

Results

Each of the 2010 Dima Production events had the highest attendance rates, as well as being the primary source of communication with its audience.