Chromatrope recently completed a full relaunch of Glesey Kirkland’s website – the flagship site of both the Ballet Company and Academy. The project began with a strategic review of the current and potential audience.

“We focused on building a site that would perform well in today’s landscape of multiple screens and sizes.”

With the proliferation of mobile devices, tablets, laptops, web TV and desktops a responsive web presence is essential.

What is Responsive Web Design?

Renown UX guru Jakob Nielsen writes “Responsive web design (RWD) is a web development approach that creates dynamic changes to the appearance of a website, depending on the screen size and orientation of the device being used to view it. RWD is one approach to the problem of designing for the multitude of devices available to customers, ranging from tiny phones to huge desktop monitors.

RWD uses so-called breakpoints to determine how the layout of a site will appear: one design is used above a breakpoint and another design is applied below that breakpoint. The breakpoints are commonly based on the width of the browser.”

While responsive design is a fantastic tool – our team also focuses on the interrelation of content, design, and performance to best support users across all devices. Careful QA prior to launch resolves any issue that may interrupt the users experience.


About Gelsey Kirkland Academy of Classical Ballet:
Founded in 2010 by Artistic Directors Gelsey Kirkland & Michael Chernov, the Gelsey Kirkland Academy of Classical Ballet’s mission is to foster a rebirth of dramatic storytelling in ballet through our academy programs that provide specialized training for gifted students from around the world, and through the development of the Gelsey Kirkland Ballet, a classically oriented Professional Studio Company capable of creating and performing new and dramatic works.