DIAGE

How did SUFFIX build the communication strategy for DIAGE?

DIAGE is the first digital art festival in the country, so finding attendees had to start with explaining what digital art actually is. SUFFIX shaped the communication strategy by splitting the audience into two main groups, locals who have not yet encountered a digital art festival, and expats living in the country who may already know the format from abroad. The content strategy then took different forms for each group, with material that informs and draws interest at the same time.

The challenge of building awareness for digital art in a new market

Digital art is still new in this market. Most local audiences have no clear reference for what a festival of this kind looks like. SUFFIX led with content, producing material that helps a general audience see what is interesting about electronic music, audio-visual performances, and various forms of digital art, without leaning too far into academic language. At the same time, the work had to hold credibility in the eyes of expat attendees already familiar with the international festival scene.

Website and content built for DIAGE attendees

SUFFIX designed and developed the DIAGE website as a central source of information for anyone considering attending. The site covers performing artist profiles, daily show schedules, and practical content like how to get to the venue, all built to suit both local and expat audiences.

The website does more than carry information. It is part of the communication strategy SUFFIX put in place, with every page designed to answer the questions attendees typically ask before buying a ticket, from "what is this event" through to "how do I get there."