The Joyce Theater

Dancing to a New Tune

When the Joyce Theater Foundation partnered with FOUR32C for a site overhaul, their existing site was hard to navigate and text-heavy pages obscured the vibrancy of the theater’s productions and work.  FOUR32C made extensive technological improvements for the new custom built and responsive site, including transferring the site from WordPress to the Drupal 8 CMS, and integrating the Tessitura system for ticketing across multiple pages, and optimizing purchase flow for tickets and the e-shop. We topped it off with streamlined navigation, dynamic page animations, and gorgeous photo and video integration, giving the Joyce site a burst of new energy.


Developing a New Routine for The Joyce

Our User Experience team talked to employees from every corner of the organization — from artists and board members to the marketing team and front of house staff — to uncover the story behind The Joyce’s brand. We learned the Joyce was not merely a theater but also an important service organization to the dance community. The foundation provides school programs for students in the Tri-State area and master classes for adults, family matinees and hosts in-depth dialogues to discuss the issues shaping dance today. We also discovered through competitive research that instead of focusing on it’s Chelsea location the theater could focus more on it’s international impact. Utilizing our research as a guide, we created a site that takes full ownership of their unique place in the dance universe by expressing the full extent of The Joyce Foundation’s work, both in the local community and on the global dance scene.

A Fresh Design on a New Platform

The major technological task of this project was shifting the site from the WordPress CMS to Drupal 8. The new platform allowed us to create a dozen custom, fully automated content modules including text, video, quote and slideshow blocks. The Joyce team can easily add content then customize these modules in a variety of ways, giving them immense flexibility when deciding how they want to showcase their content.

In revamping the site, we reprioritized its content structure by folding everything under the four most popular categories and added extensive searchability by genre or performance type. Each page contains seamless animations and full bleed, high-resolution photographs that celebrate and mirror the up-close and intimate experience of being in the theater. The final product includes updated color schemes, typefaces and logo, all to our pixel perfect standards.


A Different Way to Shop

With the site refresh came the adaptation of the Tessitura system for ticketing operations and the Joyce shop. This system is the leading platform for arts institutions around the world, and includes the management of box office operations, customer relationships, fundraising and membership. Integration of Tessitura with Drupal 8 enabled us to create dynamic performance listings, allowing users to purchase tickets from multiple pages, not just on performance information pages. It also meant that the Joyce staff did not have to input content twice, as our integration feeds content from Tessitura into Drupal.

Big Steps 

The site launched on September 27th, in time for the 2016 Fall/Winter season and in advance of key fundraising activities. Fully optimized across desktop and mobile devices, the site gives the user a seamless browsing, ticketing and shopping experience. The dynamic new design adds a deeper level of engagement between the user and the theater’s productions and community programs.


FOUR32C is a web design agency, New York. We’re curious digital natives who bring creativity and intelligence to the world’s most beloved brands. We create thoughtful, compelling interactive experiences by starting every project with questions. Our process leads to evocative digital products designed with a purpose for every pixel. 

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