Although not undergoing a rebrand, The William Morris Gallery were seeking an updated look and feel for their website with a more advanced user experience. HdK worked with the gallery to ensure the new site accurately reflected the gallery’s reputation as a leading cultural venue in both its design and functionality.
HdK delivered an effective integration of the existing collections database KeepThinking. Functionality was extremely important for the collection area so that visitors can easily access and research William Morris’s works online. We used an elastic search function which offers advanced search options so users can find what they’re looking for with ease.
HdK created a series of individual contact forms to streamline and organise enquiries to the gallery, ranging from general enquiries to learning, venue hire and research visits. We also provided an updated version of the existing Shopify experience with ticketing.
We approached this project with deep respect and admiration for William Morris and his legacy which filtered throughout the design process. HdK worked closely with the gallery and their team of curators, opting for a clean design, free of frills as it was essential to the gallery’s brand to allow the collection to be the protagonist.
Dark Indigo was chosen as the primary colour for the web design, inspired by one of Morris’s favourite colours to work with in his wallpaper and textile designs. Brighter colours, such as pink and green, were selected as secondary colours to accent areas of the page layouts and emphasise a particular functionality.
Central to the process was creating user-friendly navigation across the site, so that, whether searching for practical information on the gallery’s opening times or research into its history and Morris himself, visitors can find what they need.
HdK’s marketing team delivered copywriting for the entire website. We worked with the gallery to develop a welcoming, educational and active tone of voice to bring the new site to life and to engage users in learning about the life and legacy of William Morris as well as the gallery’s offerings. This work also included the delivery of a style guide to ensure longevity and consistency for the website’s copy, alongside an SEO review and implementation of improvements.
Additionally, HdK’s marketing team managed a number of photography shoots for the William Morris gallery to provide fresh images to coincide with the website’s launch. The photography captured the exhibition spaces alive and activated as well as showcasing the impressive Georgian architecture of the grade II* listed building.
