Chelsea Fringe
Launched in 2012, the Chelsea Fringe is a grassroots, volunteer-run festival celebrating plants, gardens and outdoor creativity in all its forms. Taking place in London and beyond during the same fortnight as the Chelsea Flower Show, it’s an open-access platform where anyone can contribute an event – from community gardeners and florists to artists and activists.
Website Redesign for a Community-Driven Garden Festival
Client: Chelsea Fringe
Sector: Festivals / Community / Horticulture
Services: Website redesign, UX strategy, audience-focused content structure
Project Overview
Working closely with developer Jon Brain, I created a bright and cheerful platform that reflects the Fringe’s inclusive ethos and warm personality, while improving usability for both event visitors and contributors.
My Role
Chelsea Fringe commissioned me to:
- Redesign the site to feel bright, cheerful and intuitive, reflecting the Fringe’s inclusive ethos and community-first spirit
- Design a custom WordPress theme with flexible templates and a streamlined contributor experience.
- Create event search and filtering tools, including an interactive map and accessible calendar views
- Design a user-friendly submission process with integrated payment and contributor onboarding
- Improve the user experience across four key audiences: general public, contributors, media and sponsors
Goals from the Client Brief
- Raise awareness of the Fringe and its mission
- Drive more footfall to local events during the festival period
- Attract media attention and generate buzz
- Encourage sponsors to engage with the organisation
- Make it easier for contributors to submit events and pay fees
Key Outcomes
Improved navigation and clearer messaging helped demystify the open-access nature of the Fringe, encouraging new contributors from underrepresented groups
A mobile-responsive build ensured a better experience for on-the-go users attending events
Interactive map filtering and custom taxonomy filters made it easier for users to find nearby or themed events
The site now acts as a living archive, helping demonstrate the festival’s rich history and community impact to potential funders and press
Content strategy and structure now shift depending on the time of year—prioritising contributors pre-festival, and public visitors during it
The Result
The redesigned Chelsea Fringe website now feels as warm, energetic and eclectic as the festival itself. It balances the needs of a diverse set of users, while staying true to its grassroots roots. The refreshed site has improved visibility and accessibility, and is better placed to grow with the Fringe in future seasons.
