Brand Evolution Through a WordPress Redesign

Lake Placid Center for the Arts came to Allegiance Group + Pursuant to transform its online presence, and we embraced that opportunity by positioning them for a complete visual rebrand.

What We Did

Strategy & Planning, UX & Visual Design, Website Development

Tools & Tech


The Challenge

Lake Placid Center for the Arts (LPCA) is one of the largest art centers in upstate New York, serving over 60,000 residents and visitors annually. LPCA seeks to cultivate a vibrant arts community, stimulate artistic excellence and exchange of ideas, and foster the creation, appreciation, and understanding of the arts from cultures across our nation and the world.

Our team at Allegiance Group + Pursuant was tasked with enhancing LPCA’s interactive platform to better tell their brand story and to develop clearer pathways for users to explore core and growing programs, discover upcoming events, purchase tickets, and engage with LPCA’s multifaceted offerings that were previously hidden behind an obsolete user experience.

The Solution

Along with ensuring the site was easy to access on Mobile devices, our strongest collective win was a completely new approach for the LPCA ‘Calendar of Events’ — which enables users to easily view and filter upcoming events, performances, classes, and camps — with just one custom template and few variations, including an app-like approach to Mobile filtering for users discovering LPCA on-foot.

The final website now better serves performance attendees, education and program attendees, galleries, and artists — while surfacing easy ways for users to donate, volunteer, and become members.

Our development team shifted the current LPCA site over to WordPress for seamless content entry and customization, while our creative team designed an entirely new brand look and feel that more successfully represents LPCA’s active and vibrant character, offerings, and engagement in the community. Newly designed, contemporary brand elements will readily carry over to LCPA’s print and digital marketing materials.


increased user engagement


increase in average time on page


  • The rate of user engagement on the site increased significantly after the site redesign, growing as much as 45% in some instances.
  • The average number of page views each time a user visited the site increased across all traffic channels, with the average hovering around 3 pages.
  • The time users spent on the site improved by 200% when they came from sources like Social media, indicating the content was highly relevant to what they were looking for.

Does your website reflect your brand and make it easy for users to donate?