New team, new website
See how we revamped BYMT's website to showcase their work and support fundraising.
Introducing BYMT
British Youth Music Theatre (BYMT) is the largest commissioner of new musicals in the UK. Every year, the charity engages over 2,000 young people in workshops, auditions and summer camps to train and develop their skills in the arts, preparing them for a career on stage.
BYMT have gone from strength to strength over the past 20 years, with famous alumni including musician Ed Sheeran and actress Charlotte Ritchie.
In 2024, BYMT relocated their head office from London to Leeds. This move, coupled with a reshuffle of the core team, meant that the organisation was experiencing an exciting period of growth and renewal.
To reflect these internal changes, BYMT invited All Things Equal to pitch for the redevelopment of their website. We were honoured to join them on this important stage in the organisation’s history.
The new website's key objectives
BYMT’s website is core to their operations, enabling parents and young people to book onto musical auditions and camps, as well as being the central platform to process donations from generous supporters. What’s more, the comms team is highly active in publishing content across social media and the website.
This meant that the website needed to be fast, focused and functional, all whilst retaining the unique, trustworthy brand identity that BYMT had built up over the last two decades.
Improved editorial experience
The previous website was difficult to maintain and limited the team’s ability to use the website as a marketing platform. We migrated from an old version of Drupal to a custom WordPress build to make content editing fast, easy, intuitive, and to support the comms team’s goals.
Renewed navigation structure
The previous website had grown over time without much strategic oversight. It was difficult to navigate, and hard to find important information. We simplified navigation to ensure the website acted as both an archive for the organisation’s 20 years history whilst reflecting the current team and ambitions.
New CRM integration
The previous website used in-built e-commerce features to sell places on theatre camps and auditions. We decoupled this functionality, moving to Beacon CRM to handle data and payment processing, freeing up the website to be a lean, focused, marketing platform.
Brand identity evolution
The BYMT brand needed a refresh to improve its flexibility for use across the web, and its accessibility to partially-sighed users. We worked with the in-house team to evolve the brand identity, ensuring it remained recognizable while adapting to modern digital needs.
All Things Equal did a fantastic job bringing precision and insight to our complex brief. They took the time to understand our organisation and made clarifying our diverse offer central to the structure and design of our new website and its integration with a new CRM. Audience specific journeys were thoughtfully considered, and the brand refresh has been praised as welcoming, professional, and inspiring - all qualities that we align closely with.
Matching BYMT's magnetic energy
BYMT is a passionate, forward-thinking organisation with young people at its heart. By establishing a core steering group and consulting with their youth panel, we developed a website that speaks proudly to all their key audiences.
This team effort resulted in the creation of a high-performing website that will cement BYMT as a leader in the performing arts sector for years to come.
Websites for sector leaders
Our custom charity websites start at £15,000
We build for high-traffic, high-impact organisations that need a website that performs as good as it looks.