Musical Theatre International

Musical Theatre International licenses theater production resources to thespians around the globe, ranging from middle-school to Tony-winners.

As the category leader in musical theatre, they needed a digital platform that reflected their reputation, and gave customers around the world access to their wide array of services, including production resources, a prop and costume marketplace, and a licensing database.

Project Link:

  • UX
  • Content Strategy
  • Branding & Identity Design
  • Design
  • Marketing
  • Strategy

For All the World’s Stages

In addition to revisiting MTI's brand identity, DOMANI was tasked to re-architect and redesign the brand's global digital platform.

DOMANI implemented a streamlined digital strategy for MTI, anchored by the brand's core platform, which provides licensing and official scripts, musical materials and dynamic theatrical resources to over 70,000 professional, community and school theaters in the US and in over 60 countries worldwide. Fast search and curated collections let directors and producers easily find their next show, while the robust marketplace and community sections of the site makes putting on a winning show easier than ever.

  • Global platform serves over 70,000 professional theaters in over 60 countries worldwide.
  • A rich community section connects theatre groups, allowing them to share tips and sell props once a show closes.
  • In addition to redesigning MTI's digital platform we also had a chance to revisit the brand's identity. Building on the original brand mark - an illustration of a left handed composer illustrated by legendary artist and leading Broadway caricaturist Al Hirschfeld, we introduced a comprehensive identity that was rolled out to every corner of MTI's expansive global business.