Interaction and Communication
013 SummerBlaze brings music, culture and local enterprise into a stadium-scale festival in Mpumalanga. Gala Digital designed the event website, the public application portal and the Blaze digital assistant so people could move from interest to the right action without relying on fragmented messages.
A stadium-scale event creates several kinds of demand at once. Audiences need event and ticket information, emerging artists need a clear competition entry process, and the organising team needs a practical way to receive and sort a high volume of applications.
Those journeys could not be left across messages and disconnected links. The public experience needed one clear centre, while the information reaching the event team needed enough structure to support recruitment and supplier decisions.
Gala Digital planned and designed a single-page event website around the decisions people needed to make. It brought together event highlights, ticket information, artist announcements, the Master KG record-deal competition, practical guidance and contact routes.
Alongside the public site, Gala Digital created a Jotform portal with separate journeys for temporary staff, food and craft vendors, and professional service providers. Each route asked for information that matched the decision the event team needed to make, rather than forcing different applicants through one generic form.
Blaze, an AI registration guide with its own event mascot, was embedded into the website. It answered registration questions and opened the correct application when a visitor wanted to apply for work, register a stall or offer a professional service.
2025
Interaction and Communication
Website Design, Information Architecture, Application Design and Digital Support
Mbombela Stadium
The website had to serve ticket buyers without hiding the opportunities attached to the event. Its information architecture kept the festival visible while giving the artist competition, registration journeys and practical event guidance clear paths.
The result was a compact public experience rather than a collection of thin pages. Visitors could understand the event, enter the competition, find an opportunity or move towards a ticket without having to work out which part of the organisation handled it.
The application experience was designed around the people the event needed to hear from. Temporary staff selected the role they wanted and supplied the information required for recruitment. Vendors described what they planned to sell, while professional service providers presented the work they could contribute.
Each journey used three short stages, giving applicants a manageable experience while providing the event team with information it could review and use.
Blaze gave visitors another route when they did not know where to begin. Its actions were connected directly to all three forms, allowing a conversation to become an application without sending the visitor back through the website to search again.
The response was immediate. On 6 November 2025, the temporary-staff form received 1,814 responses from 6,985 views in a single day, with a 26% conversion rate. Applications later closed after the available staff capacity had been reached.
The vendor form recorded 175 responses, while the professional service-provider form recorded 115. Blaze also handled 176 conversations, helping visitors move towards the application that matched what they wanted to do.
We design public experiences that help people find the right opportunity while giving organisations information they can act on.
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