Broadway.org

Challenge

Broadway.org, the official online hub of the Broadway League, needed more than a facelift—it required a complete brand revitalization. While the platform provided authorized ticketing and show listings, its outdated visual identity and disjointed user experience failed to capture the prestige and energy synonymous with Broadway. The challenge was to create a cohesive digital brand presence that elevated Broadway.org as both a cultural authority and a functional, user-friendly destination for theatergoers.

Behind the scenes, administrative inefficiencies—such as redundant content and outdated tools—also made it difficult for Broadway League staff to maintain the site and scale operations effectively.

Strategy

As design lead, I directed the full digital transformation of Broadway.org, beginning with a comprehensive visual identity overhaul. At the center of the rebrand was a custom-designed logo featuring a crown-inspired lighting icon—refined to evoke the grandeur of Broadway with modern elegance. I customized the Cormorant Garamond Semibold typeface, enlarging the “B” and meticulously adjusting kerning for a theatrical yet sophisticated wordmark.

With the brand system established, I restructured the site architecture to streamline navigation, improve accessibility, and prioritize show discovery and ticketing. Every page and interaction was reimagined to bring clarity, energy, and polish to the user experience—while aligning closely with the new brand standards. I also redesigned the admin interface to simplify content updates and reduce backend friction for the Broadway League team.

Results

The reimagined Broadway.org site delivered measurable improvements. Ticket sales increased by 15% within six months, driven by clearer navigation, improved visual hierarchy, and a more intuitive user journey. Backend upgrades led to a 25% reduction in content duplication and significantly improved editorial workflows.

More than just a redesign, the project re-established Broadway.org’s identity as the authoritative online destination for Broadway—modern, iconic, and built for both the stage and the screen. It demonstrated the transformative power of thoughtful branding and purposeful design in reinvigorating a legacy platform for today’s audiences.

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