Build something historic.

Like any great transformation, we started with a makeover. Wheeler’s previous branding didn’t fully capture its historic significance or cultural impact. To create a visual identity that reflects Wheeler’s mission, vision, and star power—both on stage and online—our designers explored a range of dynamic concepts. Working with bold colors, shapes, and imagery against clean typography and airy backgrounds, we landed on a design that’s as vibrant and iconic as they are.

It can be hard to describe a place as time-honored as Wheeler, which makes finding the right message all the more important. To facilitate this, we led multiple strategy workshops to refine Wheeler’s voice, tone, and key messaging. While reworking the mission statement, we focused on what has always been at Wheeler’s core: a commitment to welcoming all community members. This guiding principle shaped the site's content and identity, ensuring every visitor knows they are invited to be a part of Wheeler’s history.

Act Two revolved around making Wheeler’s new site intuitive and approachable—not just for its various audiences, but for the Wheeler team as well. With so much to say, our task was to streamline the experience without overwhelming users. Tackling a thorough discovery process, we simplified navigation, clarified CTAs, and brought Wheeler’s curated programming to the surface. Our strategic content approach ensured a seamless balance between the site’s many objectives, making it easy for every visitor to find what they need.

As Aspen’s epicenter of culture and the arts, Wheeler hosts everything from major concerts to intimate community events. To support this diverse programming, they needed a robust yet organized calendar to serve as the go-to hub for all Opera House happenings. Wheeler’s new custom calendar delivers with both list and calendar views, multiple filters for featured events, printing options, and a powerful search function—making it easier than ever to explore what’s on stage.

Ready for our new partnership, Clique’s team leaders met with the team in Aspen to kick off the project at the beautiful Opera House. Building on an exciting start, we used that momentum to forge a trusting relationship that carried us through each phase of our work together. Collaborating as one holistic team, we blended strategy, design, and technology to help move culture forward in the arts. What began as a single project has since grown into a long-term collaboration—we’ve redesigned their ticketing site, Aspen Show Tix, and continue to provide ongoing support and enhancements.