Overview

Within a grant-constrained scope of work, we targeted presentation-layer solutions to problems that Playwrights Horizons faced around online ticket sales, theater v. individual show branding, and accessibility compliance. As a result we were able to transform their website into a much more effective sales and marketing tool within three sprints of work. 

Our primary design activities included: auditing and updating the overall site design system to refine color use, type treatments, and type hierarchy; establishing a new visual playbook for representing shows that better leverages assets and more clearly connects with the theater's identity; and updating the show detail page template to optimize for mobile access, clarify navigation, and highlight the 'Buy Tickets' CTA.