Turner Contemporary in Margate is committed to strengthening visitor numbers and making the most of the time each person spends at the gallery. A significant part of this is getting audiences to engage with the brand even before they arrive. Turner needed a modern design and content strategy that could be delivered with optimal performance across all devices.

Accessibility was a key component. Navigation had to be intuitive and enjoyable for visitors of all ages and at varying levels of art engagement, and regardless of their familiarity with the gallery’s location and programme.

The site was built using Craft CMS, an intuitive, flexible platform that simplifies the Turner Contemporary teams’ routine tasks, and allows them to easily manage content for the future. Full integration was requested for areas that had historically been siloed, including ticketing, donor platforms, and events.

Turner Contemporary came to us with a bold and exciting proposition to fully transform their digital presence, celebrating the gallery as a place that is impressive and approachable at once. Before we started to produce the eye-catching multimedia aspects of the site, we performed rigorous audience research and competitor analysis, met with stakeholders and staff, and experimented with approaches to content, aesthetics, and functionality.

Scalability was key to this project. The site had to remain agile as Turner Contemporary evolved its digital presence and the gallery expanded its offerings and audiences. Since entry to the gallery is free, it was crucial to present its full range of products and activities – including the gift store, café, special events, and venue hire – to maximise visitor engagement. We wanted all site interactions to be fulfilling, whether someone was exploring an artist’s work, donating money, contacting a member of staff, or booking an event.

Working in collaboration with Turner Contemporary, 1DR provided creative direction for videos on the site that capture the essence of the gallery and enhance the overall user experience. We created a strong visual connection between Turner Contemporary and its coastal location, as well as with eminent living artists such as Tracey Emin and Anthony Gormley, who have a deep connection to the gallery. Bird’s eye views offer sweeping panoramas of the David Chipperfield-designed building, the expansive sea surrounding it, and the historic town of Margate. Dynamic video presents the gallery’s interiors and programme in full swing.

Turner Contemporary’s new brand design, developed by Graphic Thought Facility, embraces the creativity of the gallery’s namesake – peerless artist JMW Turner (1775 – 1851) and his famous depictions of the Kent coastline and skies. The new site echoes the artist’s innovative approach to light, colour, and the ever-changing coastal landscape, with bold elements and a core palette that changes seasonally and with each new show.

1DR provided guidance on developing and structuring content for visitors to easily explore Turner Contemporary’s diverse offerings including exhibitions, workshops and courses, and special events. We created a visually compelling hub of editorial-style and programme-related content, with copy that emphasises learning, discovery, support, and news. A media hub caters to press and advertisers, while a resources hub amplifies the gallery’s extensive creative learning possibilities for all ages.

Dynamic site flow from programmes to events to services encourages wonder and exploration, delivering a seamless, world-class experience at every turn of a visitor’s journey. Call-to-action buttons pleasingly ‘pop up’ when engaged, while all elements have been structured using up-to-date SEO guidelines for discoverability and engagement.

The new design focuses on clarity and accessibility. We revamped the homepage to highlight key exhibitions, events, and important updates, ensuring that users can easily navigate content to not only find what they’re looking for, but discover something new. Comprehensive accessibility features include clear, legible typography, alt text for all images, and compatibility with screen readers, among other key improvements.

A significant site addition is the custom-built calendar feature that allows users to easily browse and book upcoming exhibitions and events like artists’ talks, workshops, and chef residencies. This calendar feature integrates seamlessly with the gallery’s exhibition schedule, allowing people to see what’s happening as they plan their visit.