VISUAL Centre for Contemporary Art
A flexible, accessible website for VISUAL Carlow reflecting its striking architecture and innovative contemporary arts programme.
Arts, Culture and Tourism
Brand Refresh and Website Design and Development: Music Generation
- Brand Refresh and Visual Identity System
- Website Strategy and Information Architecture
- Content Design and Storytelling Framework
- Website Design and Development
- CMS Implementation and Training
A cohesive and confident brand and digital presence that better reflects Music Generation as a national organisation.
Context
Music Generation is Ireland’s National Music Education Programme, working to transform the lives of children and young people through access to high-quality music tuition in their locality. Since its establishment in 2010, the organisation has grown into a national network operating across 25 cities and counties, supporting a wide range of local programmes, partnerships, and communities.
As the organisation evolved, there was a growing need for the website and visual identity to better reflect Music Generation’s national vision, impact, and long-term strategic ambitions. The project aimed to move beyond a largely operational and news-focused website towards a more coherent and engaging platform centred on storytelling, impact, and advocacy.
Challenge
A key challenge was balancing the needs of multiple audiences, including children and young people, parents, local programme partners, funders, policy stakeholders, researchers, and the wider public. Each audience required different levels of information, engagement, and pathways through the website.
The organisation also operated within a distributed network model, where local Music Generation partnerships maintained their own distinct programmes and communications activity. The new website therefore needed to communicate a clear and cohesive national identity while still reflecting the diversity and individuality of local programmes across the country.
Improving accessibility, simplifying content structures, and creating a more engaging and flexible storytelling approach were central to the project.
Process
Path developed an integrated brand and website solution informed by Music Generation’s wider strategic direction and communications objectives. The visual identity was refreshed to create a more accessible, adaptable, and contemporary system, including a practical identity toolkit designed for use across local partner organisations.
Alongside the visual refresh, the website was restructured around key user journeys, storytelling, and audience needs. Information architecture and content design focused on helping users better understand Music Generation’s national impact while making it easy to discover local programmes, opportunities, and resources.
A significant emphasis was placed on content strategy and storytelling. Drawing from over ten years of activity across the national network, content was synthesised into case studies, stories, and examples that demonstrated the organisation’s impact in a clear, engaging, and meaningful way. This helped shift the website from a primarily operational platform towards a stronger public-facing communications and advocacy tool.
The website was delivered as a responsive and accessible platform with a flexible CMS supporting multiple editors, structured content management, and long-term scalability. Accessibility, mobile usability, and ease of content management were embedded throughout the design and development process.
Result
The result is a more cohesive and confident brand and digital presence that better reflects Music Generation as a national organisation. The new website supports audience engagement, advocacy, and storytelling while providing a scalable platform that can continue to evolve alongside the organisation and its network of local partners.
