Playwrights Horizons is a unique theater in NYC dedicated to championing the voice of the American writer. In 2017 PH worked with Pentagram on a unique rebranding project and the concept that resulted put their identity in the hands of those who shape it most directly: the playwrights. Instead of a singular logo, the identity is an ever-changing inventory of the word "Playwrights" hand-written by the very playwrights featured at the theater, each in different colors associated with the unique show art of that playwright's work.

Translating this concept through their existing website however, proved challenging, and in 2019-20 PH sought a light-touch refresh to key areas of their site, in order to more clearly communicate the nuances of this dynamic concept.

Without overhauling any underlying site architecture or code, this work focused solely on the site wrapper, the show detail page template, and several site-wide show modules. As well, rules were structured for these various content types, and templates were created to allow PH's internal design team to continue creating the necessary supporting graphics for each season of shows in line with the newly established guidelines.  

As a result, and with a minimal development effort, the site now uplifts this ambitious branding concept and reflects a more balanced presentation of the Theater's identity, with the shows and playwrights it celebrates.