Imperial War Museums launches new website following rebrand

Bureau for Visual Affairs has redesigned Imperial War Museums’ website, which now had a focus on the museum’s collections.


The new website, which launches today, follows the launch of a new identity for the IWM last month. The new branding was created by Hat-Trick Design following strategy work by Jane Wentworth Associates.

For the website project, BVA was brought in to pitch against other groups towards the end of last year and according to co-founder Simon Piehl. He says that following the appointment, ‘We then developed a content driven website – which is what we specialise in – creating a narrative that is marketable and understandable.’

Around 500,000 images, videos and soundclips will become available through the site, and a further 100,000 Collections in Context articles, which use IWM archival footage to give background on 20th and 21st-first century events.

A full-screen slideshow feature will show large-scale images of IWM collections and museums. This will change to reflect exhibitions and anniversaries.

An improved search facility, online shopping, option to translate into 30 languages, and an events section have also been designed in.

Piehl says the new IWM identity was brought into the website design toward the end of the process. He says, ‘We kept the design process devoid of branding for a long part of the journey, integrating it later and keeping colours to a minimum.’

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