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Rambert is one of Britain’s leading contemporary dance companies, on a mission to create awe-inspiring, radical dance that connects with adventurous audiences. As a touring company, building direct relationships with audiences has always been a challenge. Rambert Plus was their answer: a digital membership platform offering on-demand dance classes with Rambert dancers, exclusive films, podcasts, live streams, and behind-the-scenes content.

HDK has been Rambert’s digital partner across multiple projects since 2006, including their main website and Rambert Classroom, their education platform for GCSE, BTEC, and A-level Dance students.

Main photos: Mariano Vivanco

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Rambert Plus website

The challenge

For a touring company, audience data is hard to come by. Rambert performed across the country but had no direct relationship with most of the people who saw their work. Rambert Plus was an opportunity to change that: a platform that could build loyalty, capture data, and bring Rambert’s dancers directly into people’s homes.

Launched in 2019, the original platform proved the concept. But by 2022, Rambert needed a more robust, scalable product. The platform needed to handle paid and free memberships, deliver high-quality on-demand content, and integrate with their existing systems across the organisation.

Rambert Plus website - mobile view

The solution

We rebuilt and redesigned Rambert Plus from the ground up, working within the visual identity created by Hingston Studio as part of Rambert’s wider rebrand. The result is a platform that feels bold and distinctive, while remaining easy to navigate and use.

At the heart of the rebuild was a custom integration with Patronbase, giving Rambert a single view of membership data across all their sites and making reporting significantly more straightforward for the team.

The platform supports both free and paid membership tiers, on-demand video content, live streaming, podcasts, and short films. It was designed to blend into the daily lives of its members, behaving less like a cultural organisation’s website and more like a product people actually want to return to.

The redesigned Rambert Plus launched during Rambert’s national tour of Peaky Blinders: The Redemption of Thomas Shelby, reaching the company’s most dedicated audiences at exactly the right moment.

How we did it

Full rebuild and redesign of Rambert Plus platform

Design system developed from Hingston Studio’s brand guidelines

Custom Patronbase integration for organisation-wide membership data and reporting

Support for free and paid membership tiers

On-demand video, live streaming, podcasts, and short films

User journey mapping to support audience retention and engagement

Launch timed to coincide with Rambert’s national Peaky Blinders tour

Rambert Plus website
Rambert Plus website

The results

Rambert Plus now has over 25,000 free members and a growing base of paying subscribers. For Rambert, the platform has become something more valuable than a revenue stream: it’s a direct relationship with tens of thousands of people who have told them they care about their work.

The platform gives Rambert the audience data a touring company rarely has access to, and a place to build genuine loyalty with people before they even buy a ticket.

Nuts & bolts

Patronbase integration
A custom integration connects Rambert Plus with Patronbase, centralising membership data across all of Rambert’s sites and supporting business-wide reporting.

Membership tiers
The platform supports both free and paid membership, with different levels of access to content and features.

On-demand video
Members can access a library of dance classes taught by Rambert dancers, alongside films and behind-the-scenes content.

Live streaming
High-quality live streams give members access to exclusive events and performances from anywhere.

Podcasts
Audio content extends the platform’s offer beyond video, giving members another way to connect with Rambert’s work.

Rambert Plus website

A lot of agencies will say in their proposals - ‘We seek to be an extension of your team’ - but that’s actually how we view HDK. The relationship is genuine.

Jo Taylor, Rambert

Rambert Plus website

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