
New York Youth Symphony
Showcasing Young New York Musicians
Crafted partnered with NYYS from a rebrand and digital standpoint. The overall tone, look and feel of the classic New York institution was re-imagined as well as an all new website to showcase the talent, venues and ticket sales to the latest performances at Carnegie Hall and other New York landmark theaters.
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The Wave of A New Era
The New York Youth Symphony (NYYS), a prestigious organization dedicated to empowering young, talented musicians, was seeking a comprehensive rebrand and website redesign to better reflect its mission, legacy, and future aspirations. The goal is to create a digital presence that amplifies the artistry, skill, and achievements of the youth musicians involved, while modernizing the organization's visual identity and user experience to better engage key audiences, including prospective students, donors, and the broader music community.

Recruiting and Empowering Young Musicians
Crafted created a more user-friendly and visually engaging online experience that reflects the prestige of NYYS and its students’ performances at Carnegie Hall. The redesign also improved accessibility, with mobile-first design and ADA compliance to ensure ease of use for all audiences while optimizing for faster load times, interactive media (videos, performances), and integrate social media channels for better engagement.

Representing the New, New York Youth Symphony Apparel Line

Filling Carnegie Hall
As the new brand and platform grew, so did the buzz and excitement around the youth symphony. With the momentum working in the right direction and Carnegie tickets selling at a rapid rate, the symphony was nominated for and won the orchestral Grammy in 2023.


The Symphony Takes Flight
The brand new experience makes it easier for prospective students to find information, apply, and understand the audition process with enhanced communication tools for alumni, donors, and supporters to stay connected with NYYS's initiatives and performances. There's also a “behind-the-scenes” experience with highlights of student journeys, practice sessions, and interviews with musicians.
Making Connections
Increased Donations and Partnerships
The new NYYS.org provided a clear, compelling case for donation opportunities and sponsorships, with easy-to-use online donation forms and personalized giving options. Highlights were also shared to showcase the impact of contributions on the growth and success of young musicians and their performance opportunities.