Roxy Theater Redesign
Categories
School
·
Website
Year
2025
Duration
2 Months
Client
GBS
Overview
This project was a collaboration with Ezra Braunschweig, the original designer of the Roxy website redesign. During our classes, I teamed up with him to recreate and reimagine his previous work.
The earlier version was built on a concept where the content doesn’t disappear as you scroll; instead, it transforms into something new, giving users a sense of creation while exploring the website. This was an element we wanted to preserve but also elevate to the next level.
The Problem
Though the idea is highly creative and indeed makes the user feel like they’re creating something or watching pieces come together, it lacks visibility for CTAs that don’t work, and it includes misleading elements like arrows and meaningless icons floating everywhere. There’s also a lack of structure in the readable text.
After analyzing everything that needed improvement, we decided to recycle many existing ideas and elements. This allowed us to avoid losing too much time recreating things that already work, while still making it clear where everything originates.
That’s why colors, typefaces, and other elements were reused in the final product.
Our Changes
To streamline our process, we divided tasks and, while staying in close contact, came up with solutions to restructure the content. We also created more visible cards and CTAs to help people navigate through the website, since it’s ultimately a place to buy tickets.
We combined content for a more appealing and direct approach, eliminating unimportant elements.
Each subpage of the website was designed to be just as important as the others, giving meaning and purpose to why something is placed where it is.
With that in mind, we also began creating a brand-new concept…
A New Concept
A theater is nothing without the people and elements that shape the experience for spectators—or in this case, users.
To reflect this, we designed a stage-like website with a sticky canvas on the left. As users scroll horizontally, text and images slide under the canvas, integrating into the "stage." We added shapes representing theater essentials—movement, space, rhythm, storytelling, etc—that merge above the canvas, creating a unique, on-stage show.
At the page’s start, these shapes stand alone, symbolizing performance aspects. As users scroll, they connect, mirroring theater’s collaborative spirit. For Theater Roxy, this dynamic design embodies experimentation and innovation, showing how diverse elements blend into a cohesive, immersive experience by the end.
This approach keeps the site engaging and fluid, guiding users naturally—like theater itself.
“You don’t scroll—you create
your journey becomes the final picture.”
The End
After setting up the idea and the concept in one place and bringing together the pieces of the puzzle, one last part was missing: the website itself.
So we decided to go a step further and, instead of just delivering a prototype with Figma, we created our website in Framer. This ensured our focus on delivering the full Roxy experience to everyone would be accomplished. The website is now live and running.
https://redesignroxytheater.framer.website/
Design decisions were a big part of it. As it would be hard to implement a fully functional website with the time we had and the immense viewport variables, we decided to minimize it into a box. This way, regardless of what screen size you have, the message would be delivered in the best way possible.
Also, of course, the option to buy tickets isn’t available yet. As our teacher required us to deliver every viewport with three pages, this is what the website allows you to do.
For mobile, we didn’t include the horizontal scroll, as it would ruin the user experience. Instead, we opted for a vertical scroll, which still preserves the essence of our concept.
Project Takeaways
Redesigning the Theater Roxy website was exciting yet challenging, pushing our creativity and strategy through ups and downs. Structuring the content—events, funding, applications—was tough; the old design looked good but lacked clarity. We used a pro-con list and AI to prioritize, settling on three main pages for a user-friendly balance.
The Canva concept, with shapes merging as users scroll, was tricky to execute. Finding visually appealing, meaningful shapes to reflect theater’s core aspects took multiple iterations, but it nailed Roxy’s experimental vibe.
Successes included a clearer, intuitive layout and a Canva design that enhances storytelling, mirroring theater’s collaborative spirit. This project taught us the value of content strategy and impactful design, delivering a site that’s both stunning and true to Theater Roxy.