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V&A

Brief

The Victoria and Albert Museum based in London, is the world's largest museum of decorative arts and design, housing a permanent collection of over 4.5 million objects. It was founded in 1852 and named after Queen Victoria and Prince Albert. The V&A Museum’s ‘Channel’ was created by the museum to support their ever-expanding body of audio-visual work, and to extend the editorial reach of the quarterly V&A Magazine.

Red Hot Penny was commissioned to consult on a digital brand strategy to bring the magazine online. This took the form of a succession of internal audits with museum and editorial staff. Our findings were then collated into a set of scoping documents with a detailed roll-out scheme to help achieve a new ‘always on’ digital channel. 

Solution

Working in collaboration with publishers Cultureshock Media (and past clients of Red Hot Penny), our team helped to craft a digital strategy for the new channel, and created detailed scoping and information architecture documents to define the new site.

A fresh, modern and content focused UX design was decided on, following the distinctive and recognisable V&A Museum branding, and was developed on our Content Management System. Because the channel was built on our own bespoke CMS platform, we had complete control and freedom over the appearance and structure. Our team also integrated HD cloud-based video transcoding onto the channel. 

Results

Since launching the new channel there has been a 12% increase in membership sign-up, and the top 5 films have received combined views in excess of 166,500. Along with boosting the reach of content, the site also gives the V&A team total editorial control over site content and has improved sales of the V&A quarterly magazine.

Red Hot Penny were very privileged to work with such a prestigious British landmark and are happy to count the Victoria and Albert Museum as one of our many clients. 

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