22NIGHT

Challenge

22NIGHT was getting ready to officially launch, but the foundation wasn't ready to carry it. The brand was underdeveloped, and the platform was still early, built on a WordPress backend that couldn't meet what the company needed. At that point it was a small community of around 1,000 members in Amsterdam and a handful of venue partners. Launching on a shaky foundation risked burning first impressions with both the community and the venues, and those are hard to win back.

Strategy

We made the call to rebuild the brand and the platform from scratch. As a four-person team, two founders, a designer, and a developer, we started with the foundations of the 22NIGHT brand, then built outward in two directions. For the community, I designed a new website that made it easy to discover events across Amsterdam and other European cities. For the partners, we built a custom CMS and backend so venues and organisers could list events and see real data on who was showing up. Over the following years we kept adding to it, from spin-to-win free tickets to liking and following events, artists, and organisers, to a housing platform for community members looking for roommates.

Application

I designed the 22NIGHT brand and its assets, the community website, and the custom backend that partners used to run their events. As the platform grew, I designed the features we layered on top, from spin-to-win ticket giveaways to following events and artists.

Outcome

The rebuild paid off. From around 1,000 members at the start, the community grew past 50,000 and is still growing today, adding over 2,000 new sign-ups a month. The platform now sees more than 12,500 monthly active users, has sold over 100,000 tickets, and has driven €350,000 in profit.