Metro Theater Company delivers professional theater for young people. Serving more than 2 million people in the 35 years since their founding, Metro uses the arts to build community, reinforce and enhance classroom learning, and teach young people to be compassionate, caring, curious, courageous, playful, and empathetic.
Yet despite their reputation as one of the leading practitioners of theater for young people, Metro still struggled to tell their story. After conducting an exhaustive story-gathering process, we captured their story in a Storyboard, and developed a series of strategy recommendations for telling that story.
One of the key recommendations was to change the way they told their story on the web. Their old site not only looked out of date, but had a visual language that was juvenile and unsophisticated. While the young people Metro serves may not be old enough to drive, the audience their website must speak to is an adult one—parents, teachers, administrators, and existing and potential supporters. We redesigned the site with a more mature color palette, a simpler home page layout, and a two-tier navigation structure that speaks to those target audiences and makes it easy for all visitors to find what they’re looking for.