Broadway.org
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Challenge
Broadway.org, the official digital hub of the Broadway League, represented one of the most recognized names in live theater, yet its digital presence did not reflect that stature. The brand felt dated, the user experience fragmented, and navigation made show discovery unnecessarily difficult. Internally, redundant content structures and inefficient admin tools slowed updates and created operational friction. The platform required a comprehensive creative and structural overhaul.
Strategy
As design lead, I rebuilt the brand and platform from the ground up. The identity centered on a custom wordmark featuring a crown-inspired lighting icon and refined typography system. I restructured the site architecture to simplify navigation, improve accessibility, and create a seamless path to ticket discovery. Each page balanced clarity with theatrical energy. On the backend, I redesigned the admin experience to eliminate duplication, streamline editorial workflows, and provide the League with a scalable, maintainable system.
Results
Within six months of launch, ticket sales increased by 15 percent through clearer user pathways and improved visual hierarchy. Redundant content decreased by 25 percent, significantly improving editorial efficiency. The redesign repositioned Broadway.org as a modern, authoritative digital gateway that unified brand identity, user experience, and operational infrastructure.
A great digital platform should disappear behind the experience. Visitors come to discover shows, compare productions, and buy tickets, not navigate a complicated website.
The new Broadway.org experience translated the identity system into a modern digital platform that made discovering Broadway productions intuitive across desktop, tablet, and mobile. Rich photography, immersive show pages, simplified navigation, and responsive layouts worked together to create an experience that felt as vibrant and dynamic as Broadway itself while remaining clear and accessible for millions of visitors.
Behind the scenes, every interaction was designed to reduce friction. The platform balanced editorial storytelling with practical functionality, giving audiences a faster path to tickets while providing the Broadway League with a scalable system that simplified ongoing content management and future growth.
