Goals
Wuzhen Playbill aims to provide real-time platform updates and navigation, ensuring users can fully enjoy the festival.
Brand Identity
It is user-friendly and embodies accessibility, engagement and immersion.
Features
"Wuzhen Playbill" transforms the festival experience by combining theater information and navigation directly into the hands.
This user-friendly application provides:
Wuzhen
Playbill
Explore It, Enjoy It
Rebranding design
Wuzhen Theater Festival
Influence
Scale
Business Model
Its successful fusion of traditional water-town heritage and contemporary theater has inspired similar festivals, serving as a model for integrating culture and tourism.
Since its launch in 2013 by Wuzhen Tourism Co., Ltd, the Wuzhen Theater Festival has become a leading cultural event in China.
It has seen over 5.6 million visitors cumulatively. It's a major draw for both domestic and international tourists.
Each session typically boasts a diverse program of 20-30 specially invited plays from around the world.
Collage by the Author.
Curated Playbill
A digital playbill with up-to-the-minute details on all performances, including show times, synopses, and venue information.
Real-Time Updates
A festival map that reflects any changes or updates to the festival program, ensuring visitors always have the most accurate information.
Accessibility
Support for multiple languages.
三分钱歌剧
改编自布莱希特经典
即刻出发
距离
10 分钟
In 30 分钟
时间?
售票中
To be
Wuzhen Playbill: A one-stop information hub that seamlessly integrates real-time festival updates, precise venue locations, and direct access to existing ticketing and merchandise platforms.
Analysis
The existing business structure outsources ticketing and souvenir sales. Altering this part would deeply disrupt how the ecosystem work. While the information outlets can be consolidated and improved significantly.
As it is
Website: Contains static information, lacks mobile optimization, and is rarely used by visitors.
Schedules and maps: paper prints for events details, not synchronized if changes happen.
Social Medias:
scattered information mixing with marketing messages.
Ticketing channel:
Damai
Souvenirs selling channel:
TikTok E-Store
The visual reference mainly inspired by Brecht’s iconic plays, The Three Penny Opera. The clown figure embodies the theatrical aesthetic, featuring a unique style that is easy to recognize and share. Designed with simple geometric lines and bold yellow and black colors, it stands out while reflecting the creativity and spirit of the stage.
Li Mei, 28
Graphic Designer, Shanghai
“A passion for the arts”
“I'm excited about the festival but there are SO many shows - how do I even begin to choose? I don't want to miss the good ones, but I also don't want to waste time going to events that aren't my style.”
Festival Experience: First-time visitor to Wuzhen Theatre Festival.
Needs: Li Mei wants to experience the diversity of the festival but feels overwhelmed by the sheer number of performances.
How Wuzhen Playbill helps: a tool to quickly filter shows based on her interests (e.g., contemporary drama, international productions) and easily locate the venues on a map.
David Chen, 45
Business manager, Hong Kong
“Time-Conscious Traveler”
“I've got exactly 48 hours here. I need to know which shows are must-see and the fastest routes between venues. Last time I wasted precious time getting lost and dealing with schedule changes.”
Festival Experience: Attending the festival for the second time, but only for a short weekend trip.
Needs: David needs to maximize his time at the festival.
How Wuzhen Playbill helps: a tool to quickly recommend performances, receive real-time updates and efficiently navigate between venues.
