The Second City’s website was outdated, inconsistent and hard to use whether you were purchasing tickets for a show or finding your class schedule. The site wasn’t built to be easily scalable which would allow the addition of new unique content and video highlighting their 50 years of history and famous alumni.

In addition, the look and feel of the website was generic and didn’t reflect the prominence and importance that The Second City has had on American culture.

The heart of The Second City is the history of their stage and the comedians that have acted on it. With this being at the core of their brand, we worked with We Are Mammoth to create an online atmosphere that put the user in the audience. The stage is front and center and houses slides highlighting the current shows with big graphic buttons prompting users to buy tickets. The stage also becomes an interactive timeline, revealing Second City history through videos, photos and stories.

We also created a better user experience by clearly differentiating between their three location's calendars, ticket purchases and classes. We designed a robust interactive history timeline section, a media corner and a Second Citizen account area where users can keep track of tickets and classes.

The Second City kicked off their 50 year celebration with the launch of the website and a huge alumni reunion in Chicago. The design of the website has kept its integrity as it has grown and evolved with new shows and additional content. They’ve substantially increased their website traffic, selling more online tickets and classes and also becoming a popular resource for accessing Second City historical videos and content.