Bold, seamless and futureproof

SJT (Stephen Joseph Theatre) is an independent theatre in Scarborough, North Yorkshire. Its home is a beautifully-restored 1950s Odeon which houses its famous theatre-in-the-round which was the first of its kind in the world. And its iconic neon light is a landmark in its own right.

Through workshops with all departments across SJT and using data insight – we created a robust yet simple structure that enabled cohesion across SJT’s complex offering including theatre, cinema, food, touring productions and outreach.

Our aim was to ensure the website structure was designed for the users to able to find information accessibly and simply. Working alongside development partners Askew Brook, the site had to have ticket sales at the forefront—the site integrates seamlessly with Spektrix, meaning users don’t have to leave the website to complete any booking process.

The website was launched alongside the brand identity ensuring the story of SJT, which meant a joined up approach ensuring SJT’s legacy and future ambitions of radical inclusion are at the forefront.

"Sail brought insight, provocation and straight-talking. They understood the need to work with our stakeholders and we found the audience focus groups invaluable. They’ve worked alongside us to create a brand embedded in purpose with a strong narrative, and an equally robust website rooted in UX. Bravo, Sail."

Caroline Routh, Director, Stephen Joseph Theatre

We have already received a range of really positive responses, particularly about how clean and clear the website looks, how effectively it works on IPads and phones, and the narratives about SJT built into it. Internally, the response to the new CMS has been rather life changing and we look forward to getting more people trained on how to use this.

Stephen Joseph Theatre