MidaTicket
Brand identity, website and communication for cultural ticketing.
For MidaTicket, we connected the brand redesign with the website and materials for ticket offices. The project needed to present a technical platform as a partner for museums, events and cultural attractions.
- Rebranding
- Website
- User experience
- Visual identity
- Digital communication
Solid technology.
A new identity.
MidaTicket was born in Bergamo inside M.I.D.A. Informatica, which since 2000 has catalogued artworks and digitised historical archives, including Leonardo’s Codex Atlanticus. The ticketing platform arrived in 2005, SIAE certification in 2007, the first million tickets in a single year in 2010. Then the hundredth client, and names such as the Museo Egizio, the Museo del Cinema in Turin, FAI and the Veneranda Fabbrica del Duomo di Milano. Today it is the official ticket office of the Colosseum Archaeological Park.
When we started, the product was solid. The brand and the communication were not: they spoke the language of an IT supplier, all modules, certifications and servers, while MidaTicket spends its days with museums, exhibitions and monuments. The brief was easy to say and hard to do: make MidaTicket look like what it already was, a partner of culture and not just the company that prints the tickets.
A ticket
is already the entrance.
In online ticketing the star is still the venue: the platform is white label and runs as a third-level domain on the museum’s or event’s site, so buyers see the Colosseum, not the supplier. The MidaTicket brand therefore cannot shout. The ticket is one of the few moments when it really meets the public, and the person holding it is about to enter a place they wanted to see.
That is why the new mark had to hold up next to the Duomo facade without covering it: a compact orange, a midnight blue, clean typography that leaves room for date, time and photo. The rules are in the identity manual, because each client customises its ticket layouts and the brand must stay legible even when we do not touch the composition.
Inside the work.
- Brand and identity.
- Redesign of the logo and the graphic language, collected in a usage manual and applied to printed tickets.
- Site and journeys.
- Design of the site with two separate paths, for organisers and for buyers, conceived first of all for smartphones.
- Communication.
- A campaign aimed at ticket offices, with posters and materials consistent with the new identity.
The site opens
from the phone.
Most MidaTicket purchases go through a smartphone, so we designed the site starting from there. At the top, two doors: «Scopri la piattaforma» for the museum or theatre looking for a ticketing service, «Acquista i tuoi biglietti» for people who need to get in tonight.
Behind them, the sections that help people decide: the platform, the services, the news. The home page layout brings back the real venues MidaTicket serves, inside the shape of the logo.
The work
leaves the screen.
Deep Marketing followed the project from the brand identity to its applications and website. The identity manual set the rules for tickets and communication materials; the website carried them into the journeys for organisers and ticket buyers. The images show the work delivered: the manual, the tickets for the Duomo terraces and the home page.
If you need to connect a new identity with your digital presence, explore our work on branding and visual identity and business websites. To coordinate several activities, see how your outsourced marketing department works.
