Theater der Jugend has two audiences: the young people who fill its seats, and the adults who decide, book and pay: parents, grandparents, teachers and subscribers. The new website had to win over both.

In our mobile-first design rounds we came up with a TikTok-style slider. It's a fast discovery area where young visitors swipe through videos of current productions, the way they already use their phones. As they scroll further, the slider gives way to a structured, reduced interface that still feels young but has the clarity and weight older visitors need to find dates, compare productions and buy tickets or subscriptions.

Accessibility was built in from the start. That covers the technical side and the softer side too, such as clear and easy-to-understand language across the site. The design is based on the fresh restart of the Theater der Jugend CI by soju.studio. Beyond the website, treat.agency advised the TdJ on strategy for the launch and the campaign around it. The new site is a big milestone for the new director and her team.