The museum’s existing website was more of a maze than an invitation. Visitors struggled to find key information, and the magic of the museum—its ability to spark wonder—was buried under cluttered navigation and transactional messaging. To complicate matters, the museum’s vast permanent collection was housed externally, creating a disconnect between its online presence and artistic treasures. But the Hunter Museum is about more than logistics. It is about storytelling—about making art personal, immersive, and alive. The redesign was an opportunity not just to build a better website but to reimagine how a museum could thrive in the digital age.

The new website is built on a simple yet powerful idea: art is meant to be explored. Instead of overwhelming visitors with information, the site invites them on a journey. Whether planning a visit, searching for ways to engage with art from home, or diving into the museum’s stories, users now navigate a site that encourages discovery. Every decision was guided by this philosophy. Navigation wasn’t just cleaned up—it was transformed. Information wasn’t just structured—it was curated. The site became less of a directory and more of a guide, leading users through exhibitions, events, and learning opportunities as if they were walking through the museum itself.

The Hunter Museum is not a static institution, and neither is its digital home. The new site embraces movement—both in function and spirit. The design is warm and minimal, allowing art to take center stage while still feeling distinctly Hunter. A refined color palette reflects the museum’s physical space, while photography captures real moments of people interacting with art.

Gone are the sterile images of empty galleries. Instead, visitors see what it feels like to be inside the museum—children sketching in front of a masterpiece, a quiet conversation sparked by an exhibition, the hushed awe of standing before a piece of history. The digital space now reflects the emotional experience of being there in person.

To ensure the digital space felt as immersive and welcoming as the physical one, we conducted an on-site shoot that captured authentic interactions with art. Rather than using staged compositions, we documented real visitors engaging with exhibitions, allowing the photography to reflect the museum’s dynamic and inclusive spirit. Each image balances the grandeur of the museum’s architecture with the intimate moments of human connection, reinforcing the museum’s mission of accessibility and engagement. This visual storytelling ensures that the online presence is as inviting, inspiring, and emotionally resonant as stepping through the museum’s doors.

Most museum websites focus on transactions: Buy a ticket. Make a donation. Become a member. But Hunter Museum is about participation, not just purchases. Instead of pushing sales, the new site invites visitors to invest in something greater—art, community, and storytelling. Technology plays a key role in making this seamless. A dynamic, easy-to-navigate events calendar keeps users engaged. Exhibitions are effortlessly discoverable. Behind-the-scenes logistics—like ticketing and membership management—are smooth and intuitive. But the real magic lies in the way it makes visitors feel: they are not just users of a website, but part of an ongoing conversation about art and culture.