We’ve created a new editorial tool (a content management system) and a new website from scratch. And these all make for a more cohesive experience across digital and print. There is a bolder use of the brand and logo. We now use much larger, richer imagery, so there is a better balance between text and image. We want to do justice to the collections, the galleries and the people that make the V&A so unique. We also want to define the V&A brand online. So the goal for this phase of our digital transformation is to turn more of the 14.5 million visits to our website each year into visits to the Museum. Our aspiration is to offer a seamless transition from browsing your iPad on the sofa at home, or searching on your desktop at work to turning up to visit the Museum. What do we hope to achieve with the new website? We want our digital experiences to live up to the V&A’s physical presence as a vibrant, active, continually changing place. We want to open up the Museum’s collections, exhibitions, events, people, activities, ideas and experiences. We want our website to bring the V&A to life online. It was time to rethink the V&A’s digital presence. In the meantime, we wanted to give you an overview of what we’ve done and why. We relaunch vam.ac.uk today and we know – and hope – that there’ll be lots of questions about the new website.
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