New England Conservatory
WEBSITE | BRAND POSITIONING
New England Conservatory was looking for a new site to provide an engaging and visually captivating experience that allows users to create an emotional connection with NEC and the group of diverse musicians it represents. They turned to Genuine for a visual design that showcases NEC's nurturing environment for both students and the greater community and encourage all visitors to share their love of music. Users are able to see all of the possibilities that the conservatory creates in both its curriculum, peformance opportunities, and beyond.
We looked to reinterpret the flow of notes with elements that appleared to exist on different planes, drifting elegantly as you explored the page with the video looping in the background. Motion was a obvious visual and functional direction based on the concept description, but it was critical to execute it with grace and balance and sophistication. We pulled in slight textures and bold colors from the NEC palette to elevate sections and capitalized on their collection of alluring photography.
In addition to the site design, Genuine was asked to develop a new brand position for NEC that encapsulated the true spirit that sets them apart from other musical institutions.