2012 Melbourne Design Awards

Key Dates



Project Overview

The Australian National Academy of Music (ANAM) are committed to producing the next generation of musical leaders. August were committed to creating a fresh, open and clean look online for the organisation for 2012.

Project Commissioner

Australian National Academy of Music

Project Creator



Creative Director: Zoe Warne
Producer: Graeme Sneddon
Designer: Nick Taranto-Grimes
Developers: Matt Agar, Gary Mason, Kurt Smith

Project Brief

The 2012 website project for the Australian National Academy of Music (ANAM) was about bringing to life the engaging 2012 season brand, featuring ANAM’s young music makers at its core.

How could we not be inspired by such an enthusiastic, future driven organisation. Stunning photography and branding were our ingredients, and close collaboration with the client resulted in free reign to create an open, clean and inspiring look and feel for audiences to engage with.

The new website launched alongside ANAM'S 2012 program in January this year. The website project also involved our design and development of a new online ticketing system, online donation portal and study pathways online application system, yielding significant results for the Not-For-Profit organisation (see below).

Project Need

Since implementing the new website and online ticketing system relaunch in 2012, the website design and customer flows implemented within the website and backend systems have achieved:
- 30% increase in online donations from 2011 to 2012
- ANAM have reached 40% of their overall box office target for the year by the first quarter
- Their first ticketed concert this year (Dale Barltrop Directs) had the highest ticket sales in the past 3 years.
These statistics were provided to us by ANAM in March 2012.

Design Challenge

Finding the online design balance between a contemporary, youthful personality that was attractive to potential and current students, while communicating a look and feel that expressed an affinity for classical music and connected with a sophisticated audience, was the design challenge we needed to overcome.

Our design challenge is to balance the needs of ANAM’s students, partners, members, sponsors and government stakeholders.


From a project perspective, as a not-for-profit organisation, we were keen to help keep the budget trim so that ANAM can invest more funds into their deserving programs. We proposed a clever re-design that would use the existing foundation and template framework we had developed the previous year, so that the budget could focus on design, and there were no resources wasted in re-inventing the wheel. We are currently planning the website for 2013 using the same foundation.

From an agency values perspective, August has a number of sustainability and environmental awareness practises in place in our office, including The August Green Guidelines, which are included as part of the staff induction to our company and include the following:
-Recycling of all paper, plastic and glass
-Financial support for employees who choose Public Transport or ride to work (including locked garage facilities)
-Our ongoing hosting arrangements are from carbon neutral partners (note: hosting probably represents our biggest consumption of resource consumption as a digital agency)
-We monitor our paper, water and energy consumption on a weekly basis, ensuring it remains within the minimal range and reporting back weekly on consumption to all staff via an online reporting tool
- We are an ‘almost’ paperless office, and have gone beyond simply recycling and minimising the use of paper, but developing paperless systems for our office and project management. Our agency project management system, Freight, is an example of our commitment to reducing our carbon footprint

This award recongises innovation and unique user experience in the combination of text, audio, still images, animation, video, and interactivity content for websites. Consideration given to clarity of communication and the matching information style to audience.

Judging Note : Judging for this category will be finalised on Monday 27th August and Finalists will be announced on Tuesday 28th August.

More Details