A Digital Transformation for NYC’s Boldest Theater

What: Nearly a decade after Studio Usher first designed sohorep.org, we partnered with Soho Rep to create an entirely new website for one of New York City’s most innovative off-Broadway theaters. The redesign was rooted in a brand strategy that aimed to strengthen the theater’s bold, creative identity while enhancing usability. The new design strikes the perfect balance between artistic expression and usability, reflecting the theater’s vision and ensuring a seamless user experience. The website now serves as both a dynamic hub for their performances and a space for audience interaction, capturing the theater’s spirit of civic engagement and cultural relevance.

Goal: The objective was to align with Soho Rep’s ethos, where innovation and practicality coexist harmoniously. The website needed to embody the theater’s commitment to groundbreaking productions while providing a user-friendly platform for both visitors and performers. This redesign emphasized an intuitive design that complements the theater’s forward-thinking mission, ensuring the digital experience reflects Soho Rep’s values.

Notable: A distinctive feature of the site is its interactive homepage. When no shows are on stage, visitors can engage by helping to build a manifesto for the theater community—an exciting way to strengthen connections between Soho Rep and its supporters. This interactive element underscores Soho Rep’s dedication to pushing boundaries in the nonprofit arts space, both on and off the stage.

Partner: Digital Citizen