Inside Broadway

Inside Broadway is a professional New York City-based theater company committed to passing down the rich legacy of America's musical theater to today's youth. Celebrating its 33rd year, the organization serves over 30,000 children and adults in the 5 boroughs of New York City, providing in-class residency programs, after-school workshops and careers-in-theater seminars.

Like any not-for-profit that serves multiple constituencies (six, here, to be exact), Inside Broadway required a Web presence that cogently explained its mission and services - but that also captured the beauty, emotion and pageantry of Broadway.

It became apparent early on in our review process that the client's strongest asset in re-designing their site was the trove of great images they had taken over the years - of students, performances, audiences and staff. The images did indeed capture the "magic" of both Broadway - and Inside Broadway. We put them to good use, selecting images that defined each service and component of Inside Broadway, and then built content and user experience around them to guide the visitors to specific actions. And, in the spirit of "performance," we even added a subtle nod to Broadway on the site's home page. Can you guess what it is?

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