We grounded our work in the National Gallery’s goal to welcome all people and used audience research to understand how visitors engaged with the digital experience. The redesigned site meets a wide range of visitor needs and embraces approachability. The result is a welcoming experience for all visitors, both new to and experts in the arts.

Alongside the visitor-focused goal, Bluecadet implemented fresh visual branding through a new digital design system. The creative vision for the website is anchored in embracing the power of the art itself and conveying the evolving voice of the National Gallery. All the while ensuring the design and user experience are highly accessible to all.

The new digital platform showcases the National Gallery’s immense collection of artwork with an image-forward design system and an audience-focused user experience. Powerful data structures support the frontend display, including data integrations, a taxonomy system, custom collections mapping, and IIIF image delivery.

We pushed on new ways to interact with the National Gallery artwork collection, including creating dynamic interactive articles and ArtVibes, an AI-generated mood board featuring artworks from the collection.

Complex user journeys are now intuitive and inclusive, with clear content entry points and strong search functions, including a faceted artwork search. The calendar was reimagined to align with visitor expectations and tested with users to validate accessibility and new features.

The Bluecadet team worked in close collaboration with the National Gallery’s digital team, integrating workflows and developing a deep partnership. Through iterative design, testing, and refinement, the joint team brought project goals to fruition in tangible improvements. The platform now invites broader engagement, supports deeper scholarship, and ensures every visitor, no matter their ability or background, can meaningfully connect with the art and stories at the heart of the nation’s art museum.