Trinity Laban
A strategic shift in brand and digital storytelling
In late 2023, Trinity Laban Conservatoire of Music and Dance launched a new website and brand identity in partnership with digital agency Substrakt and creative studio Holmes Studio.
This work formed part of a broader strategic transformation for the organisation. The website project went far beyond a cosmetic refresh – it was the culmination of internal restructuring and a shift in how the organisation communicates with its audiences, driven by a business need to increase student numbers and to build reputation on a global scale.
By placing user needs at the centre of their digital presence, Trinity Laban has significantly improved the accessibility, usability and impact of its website, while embedding a culture of storytelling and collaboration.
The challenge
Trinity Laban faced a critical moment of transformation. Its brand and website had not kept pace with the organisation’s evolution, resulting in a fragmented, outdated digital presence. The site struggled to serve their diverse audiences – including prospective students, alumni, parents, public bookings and partners – and was difficult to navigate, particularly on mobile.
Alongside this, a broader rebrand and internal restructure were underway. The challenge was to unify the organisation’s story, simplify access to key content and better reflect Trinity Laban’s unique identity as a multi-artform institution – while navigating time pressure and high internal expectations.
The solution
To address these challenges, Substrakt worked closely with Trinity Laban on a user-centred and strategically driven website redesign. The collaborative partnership with Holmes Studio also ensured that everyone was aligned on both the brand and the digital strategy. Key aspects of the solution included:
Comprehensive Discovery phase
Analytics and content audits, stakeholder interviews, and user focus groups uncovered internal challenges and user needs.
User-centred information architecture
Replaced department-led structure with intuitive navigation aligned with real-world user journeys.
Content strategy and design:
Shifted content from dense, text-heavy pages to dynamic, story-driven formats that showcase people, impact and performance.
Moved away from the site being treated as a file repository by heavily reducing and streamlining content – benefitting accessibility, SEO and sustainability.
Responsive design
Designed a mobile-first experience that reflects Trinity Laban’s specialism in movement and sound.
Internal upskilling and culture change:
Framed the website as a marketing tool, not just a repository – building capacity and confidence internally.
“We were a shop window with broken lights. Now, we have a sophisticated marketing machine that reflects who we are and what we offer.”
Tessa Gillett, Head of Brand and Communications at Trinity Laban
This project has helped Trinity Laban reposition its digital presence to reflect its values, increase visibility and better serve its diverse audiences. Post-launch results have included a 350% increase in search impressions, improved user engagement and stronger internal ownership of the website. Most importantly, the project embedded a user-first mindset across the organisation.
350%
increase in search impressions
26%
site search down
15%
increase in engagement time
