Pictoright: A fresh step forward in 2027
We’re thrilled at the opportunity to work with the Pictoright team to produce a new website for 2027! This proposal contains everything you need to know about working together, the timelines, cost, and why you should choose Instance.
Introduction
For 25 years, Pictoright has stood behind the illustrators, photographers, designers and artists of the Netherlands, and now, with AI and big tech rewriting the rules almost overnight, those makers need you louder and more visible than ever. Your revised website is the opportunity to show them that you are an organisation that moves with the times, fights in their corner, and caters to all makers, young or old, Dutch or international.
Instance works in a deeply collaborative way, integrating with your team not just for the initial project but also establishing a long-term working relationship. This style of working suits a certain type of client, and after just our initial meeting it was clear that Pictoright falls directly into that category. You are looking for an agency to discover, learn and build with, someone who will listen to your needs while using their experience and knowledge to challenge you, and push the project to a level higher than you had imagined.
That is exactly who Instance is.
This type of project is our forte, and the type of work that the whole team loves to do. We are confident we can exceed your expectations and hit all your success indicators to produce a new Pictoright website that you are truly proud of.
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The Brief
Pictoright staat aan de kant van de beeldmaker en verzamelt en verdeelt waarde voor de maker van gisteren, vandaag en morgen.
The Problem
- 25-year-old website, looks like an organisation standing still
- Lack of user engagement
- Lacking UX design or strategy, and structured around the organisation rather than the visitor
- 53-second average visit
- Website users contact the Pictoright office after becoming lost/unable to find what they want
- Unprioritised content strategy (News at bottom of homepage)
- An ageing member base, and not targeting young people, expats or internationals
- Not yet positioned for a world shaped by AI and big tech, either as a leader in the debate or for makers who use AI themselves
- Not accessible for users with a disability
- Not yet visible as the organisation leading the conversation
The Objectives
- Revise the website so that it optimally represents Pictoright
- Clearly align with Pictoright's role in a world defined by AI and big tech
- Create a place that reflects what Pictoright stands for
- Build greater recognition and connection with the key audiences
- Appeal to a new audience; young, expat and international
- Make relevant information quick and easy to find
- Ensure people and imagery are at the centre; it is about the makers and their work, not just regulations
- Run flawlessly on all devices, especially mobile
- Align with Pictoright's (revised) corporate identity by Designpolitie
- Support for multiple languages (NL/EN)
- Adhere to WCAG 2.2 AA - Cater to people with visual, motor, and/or cognitive impairment