FEATURED PROJECT

Bryant Park

Sharp Creative brought new life to one of the world’s busiest places.

Recognizing the park's status as a beloved oasis amidst the hustle and bustle of New York City, Sharp Creative understood the importance of creating a digital experience that captured Bryant Park's dynamic energy and rich history. The previous website, while functional, struggled to effectively communicate the breadth of Bryant Park's event programming and amenities to its diverse audience of over 12 million annual visitors.

“This thoughtful redesign has successfully transformed the challenge of communicating varied event information into a seamless user experience, ensuring that every visitor—whether looking to enjoy a quiet session of knitting or the bustling Winter Village—is just a few clicks away from the information they need."

“The prestigious Netty Awards have once again spotlighted a landmark project in the digital sphere, this time awarding the crown of Best Interactive UX Design to Sharp Creative and Creative Arc for their work on Bryant Park’s website.”

READ THE AWARD ARTICLE ➔

The team at Sharp Creative, with their deep understanding of brand building, recognized the need for a digital platform that could not only handle the park's high volume of web traffic - up to 179,000 monthly visitors - but also effectively showcase the magic and allure of the physical park. Working in close collaboration with Creative Arc, Sharp Creative embarked on a complete overhaul of the Bryant Park website. This involved a ground-up redesign and development process, with a focus on creating an online experience that was not only visually engaging but also highly functional and user-friendly.

The impact of the website redesign was significant and measurable. The website saw a 7.5% decrease in bounce rate, a near doubling of returning visitor traffic (from 11.4% to 20.9%), and a significant increase in average session duration. These improvements highlight the enhanced user engagement and content relevance achieved through the redesign. Furthermore, mobile usage surged from 51% to 84%, demonstrating the success of creating a seamless cross-device experience. Importantly, the user-centric approach translated into real-world impact, with increased physical attendance at flagship events like Yoga and Movie Nights, surpassing pre-pandemic numbers.