School of American Ballet

  • Year: 2019
  • Category: Web +
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“We’re respected as a major force in the ballet world, but our current website makes us look small.”

Carrie W. Hinrichs, Executive Director

A web presence that’s on pointe.

School of American Ballet (SAB) is the preeminent ballet school in the United States, enriching the life of every student who enters its halls. This nurturing, welcoming atmosphere is at odds with public perceptions of a cut-throat ballet world. We set out to create a site that presented the authentic SAB experience – one filled with enthusiasm and encouragement.

We started with a messaging structure that used prime home page real estate to emphasize SAB’s legendary stature. Turning to the site map, we introduced new portals like Behind the Scenes and amplified impact across all pages, laying the framework for a site that showcases the school’s life-changing power.

We architected a main navigation that organizes visitors by audience and leads each group to take relevant actions. SAB’s students and parents are guided to explore year-round programs and take stock of upcoming auditions. SAB’s supporters are invited to immerse themselves in the school’s impact and discover different membership tiers. And all other visitors are introduced to SAB Open, a brand we developed for people who fall outside of the age range of SAB’s main programs.

Design-wise, SAB was fresh off a rebrand, so the school was eager to reintroduce itself through a more striking aesthetic. Pairing a range of new typefaces with dynamic photography and thoughtful design touches, we set a graceful tone that still packed a punch. Plus, through a series of intelligent page structures, we made complex information easy to explore.

All in all, SAB’s new site provides a window into the organization that previously could only be experienced by stepping foot inside the studio.

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“Our new site presents SAB with authenticity, inviting visitors to experience the power of our programs.”

Carrie W. Hinrichs, Executive Director
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