Chapter
Not just a cinema with a café attached.
Chapter has been making and showing art, cinema, theatre and community work in Cardiff for over fifty years. Plenty of people only knew about the cinema and the bar.
The venue was bigger than its reputation…
Chapter is a multi-artform centre: galleries, cinemas, theatre and performance space, artist studios, a community garden, and pay-what-you-can pricing that keeps it genuinely open.
The public perception was narrower than that, and the old site did nothing to correct it. The job was to present the whole organisation, and to make any part of it easy to find and book.
Two languages, equal billing
Chapter serves audiences across Cardiff and Wales, so Welsh and English carry equal weight. Not a translation bolted onto an English site, but genuine parity, which is both a legal requirement and the right way to treat an audience.
That is a content modelling decision before it is a template one. Every piece of content exists twice with neither version treated as the original, and every listing, filter and label has to hold up the same way in both languages.
Parity, not translation
Welsh and English carry equal weight throughout. Neither is the fallback, and neither waits on the other to be written first.
One model, four artforms
Cinema, performance, exhibitions and community programming share a structure that gives them equal billing, rather than making three of them subordinate to the film listings.
Components, not pages
A component-based Craft build, so the team assembles new pages themselves instead of briefing a developer for each one.
Figma to live
I took the design from file to launch: content modelling, templates, front-end build and deployment.
What’s on, without anyone retyping it
Ticketing ran on Spektrix. My colleague Mat built the integration that pulled event data across into Craft overnight, so the what’s on listings stayed current without anyone copying them over by hand.
My part was the front of it: the listings and templates that present the programme, and the styling of Spektrix’s web components so that buying a ticket looked like the rest of Chapter’s site rather than a different website wearing its logo.
What happened next
Chapter relaunched in 2023, and the site handled over 1.6 million ticketing interactions in its first six months. In 2025 Chapter was nominated for Art Fund Museum of the Year.
The figures below were measured and published by Kind after launch.
17%
more physical visitors in the year following launch.
153%
more checkout completions in the six months after launch.
286%
more new users in the six months after launch.
90%
more organic traffic in the six months after launch.
