Repositioning an Off-Broadway Theater for Greater National Influence

What: The Bushwick Starr is an Obie Award-winning Off-Broadway theater and vital neighborhood arts center known for developing adventurous new work and supporting artists at pivotal points in their careers. With a new permanent home in Bushwick, the Starr had outgrown a brand and website built for an earlier stage of the organization.

Goal: Position The Bushwick Starr for its next chapter without losing the unconventional spirit that made it distinctive. The new website needed to make a complex organization easier to understand and serve audiences ranging from artists and theatergoers to community members, donors, and funders. Just as important, the work needed to balance the Starr’s exuberant, maximalist personality with the clarity expected of a growing cultural institution.

Notable: Our discovery process with the Starr’s staff and board surfaced a phrase from Artistic Director Noel Allain that became an important guide for the design: warm by nature, cool by vibe. We translated that spirit into a site that is maximalist but clear, organizing extensive content around three pathways: On Stage, Neighborhood Engagement, and Support.

Built in Squarespace with Known Creative, we did not let the platform dictate the design. Studio Usher worked closely with the development team to push what was possible within Squarespace and bring a fully original design to life. One of the best compliments we received at launch was that the site didn’t look like anything else.

Bilingual English and Spanish access further connects the site to the Starr’s Bushwick community.

Partner: Known Development

Platform: SquareSpace