Tixel

The client

Tixel is an ethical fan to fan ticket marketplace. Tickets are guaranteed and prices are capped so there’s no chance of being fleeced. It’s perfect for when you decided to forgo the excitement of seeing your lifelong crushes – Hanson – only to have a last minute flutter of the heart. What’s a girl to do? Go to Tixel.

The challenge

Tixel wanted a more relatable and irreverent tone of voice to flow throughout their website and sales communications. They needed to define their brand story, create a tagline that captured their unique selling proposition, loosen up their stiff UX copy, and keep that tone and attitude consistent across their web copy.

The solution

What a project! I was given open slather to cram in as many cultural and music references as possible. I was able to loosen up the language, bring it back down to earth and replace jargon with plain language and a whisper of humour. The best part of this challenge was keeping the tone of voice – and the kind of excitement only live music can conjure – throughout the purchase and sale confirmation emails, and SMS too.

The Tagline

Spare tickets’ encore.

The UX copy

Tixel needed a sales confirmation flow. My favourite was bringing their ‘read out terms and conditions’ page to life, and turning up the tone of voice on their page for uploading tickets. To see more of Tixel’s UX copy, why not sign up to buy or sell some tickets and see it for yourself? After all, you deserve a night out.

Accept our T&Cs

Ready to rock?

Before we roll, read our terms and conditions, and confirm you agree to be a good person.

Uploading tickets

Get up! Get on up.

Get your tickets up so we can get down like James Brown and get those tickets sold. To keep the good times rolling, only upload unmodified PDF e-tickets, otherwise we can’t dance (or verify your ticket).

The brand story

Tixel’s brand story was inspired by a friend of mine who is no good at organising things – David. The same David who features in this story about my trip driving from Namibia to South Africa.

Tixel is your second shot at tickets

Tixel is a verified fan-to-fan marketplace for tickets and it’s saving music fans from despair around the world. Tixel verifies tickets before they’re listed and caps prices so it’s fair for everyone – whether you’re buying or selling. And if you are selling, your ticket is listed in front of keen fans who are ready to buy. Tixel helps you buy and sell tickets in just a few clicks, and sign up to specific gigs to get notified as soon as tickets are listed.

The Anti-Dave to missing out on tickets


Bloody Dave. You should never have let him organise tickets. “Sorry, dude. My internet was slow and they sold out so fast.” Whatever. Thank god for Tixel – the Anti-Dave to missing out on tickets. You may’ve missed out on the first drop, but there’s no way you’re missing this gig. And absolutely no way you’ll pay triple to some flaky guy you found online for what could turn out to be a fake ticket. And begging friends on Facebook to let you know if anyone had a spare ticket leaves too much to chance. Luckily, you found the gig on Tixel, bought tickets and had them transferred into your name in the time it took Dave to conjure another excuse.

The web copy

Run headlong into the mosh and check out Tixel’s website and sell your tickets there.

The lifecycle SMS

There are a range of lifecycle emails and SMS, but the one I’m glad Tixel enjoyed was this raunchy morning after text asking for feedback on their customer experience.

Hey, it’s Tixel. Hope the gig was great. About last night… was it good for you? Because it was great for us. We want to work on ourselves and be the best we can be, mind sharing your feedback? We’d love to hear what you think. It only takes 60secs.