Taking a Museum's Online Brand From Bland to Bold
Energized by a fresh strategic plan, the Valentine recognized the need for a digital overhaul to reflect the evolution unfolding at the museum.
Insight
To its patrons, the Valentine is more than a history museum. It's a catalyst for critical conversations, a facilitator of cultural understanding, and a champion of education at every age. These qualities demand a bold representation of a brand that is doing bold things for its community.
Idea
The Valentine embraced the moment to initiate an overhaul of its online brand to coincide with its 125th anniversary. Padilla partnered with the Valentine to deliver an aesthetic refresh and to boost the user experience of its website, thevalentine.org. With an aesthetic refresh, the sitemap also had to evolve, catering to everyone from first-time users to repeat researchers, while clarifying the Valentine's role as demonstrated through its strategic plan.
Impact
The modern site now elevates key calls-to-action and offers a stunning visualization of new navigation items to inspire users — from first-time visitors to repeat researchers — to explore, engage and learn.
Results
28%
increase in pageviews
4.12
pageviews per user
521%
increase in avg. engagement time
Awards
Reach Out
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