Project Overview
Objective
Yale Repertory Theatre in New Haven, CT needed a website redesign for compatibility with Rest API used by Tessitura, CRM software for arts organizations. This design needed to be flexible to support a wide range of artwork, yet committed to Yale Rep’s fun and artful brand identity. The foundational design work was done in collaboration with Substrakt’s development team.
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The Work
As the web lead at the David Geffen School of Drama and Yale Repertory Theatre, I was responsible for conveying this vision to the web developer, setting standards for the design and toolkit, goals for the site navigation and structure, and clear markers for successful brand alignment.
After the design and building blocks were cemented, I took over the project to rebuild each page from scratch, reworking the entire site flow, creating content, and reimagining the layout to be more modern and captivating.
Since art is at the center of Yale Rep’s mission, it took center stage on the website as well. Large, wide images and generous expanses of color fill the site without ever being overwhelming, yet all the information one could need when browsing Yale Rep’s online presence is readily available through improved navigation. The goal was to make the site not only a pristine resource for theatergoers to find show information and purchase tickets, but also a platform for artists to showcase their work. Yale Rep is also committed to accessibility and inclusivity, so this is their first website fully compliant with WCAG 2.1 accessibility standards.
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The Results
The new website and all of its new content have been met with universal acclaim as they reinforced Yale Repertory Theatre’s reputation as a leader in the arts community.