OUTCOMES
A refreshed brand and a custom-built website that made Museum Hue’s programs findable to a national audience already looking for them, launched Q1 2026.
CHALLENGE
Museum Hue works nationally to widen the door into arts and culture careers for Black, Indigenous, and all people of color, and it has proven infrastructure to do it: leadership cohorts, a job board, a mapped directory of BIPOC arts organizations across New York State and beyond, research, events, a membership community. The people who know Museum Hue know it well. Ninety-three percent of site traffic came from visitors typing the name directly, which is what a devoted community looks like in analytics.
The opportunity was to invite in more devotees. Thousands of people every month search for exactly what Museum Hue offers. 5,000 look for artist grants. 2,900 look for museum jobs in New York City. The site was organized around program names that connect audiences to the organization, and the redesign was a chance to build the bridge between those programs and audiences already looking for them.
APPROACH
One site with three jobs: introduce, connect, and prove.
Museum Hue needed a website that works for someone who has never heard of the organization and for a member who logs in every week. Our strategic platform defined how one site could do both by defining three lenses running through every page: one that introduces the field to newcomers, one that connects the community, and one that shares the organization’s mission to funders and press. We introduced an information architecture built around the phrases people search for—jobs, grants, events, resources—creating new ways to bring people in the front door.
What We Delivered
A brand refresh and a custom website, built to be found.
Research
Interviews, a community workshop, and a four-part audit
Interviews with leadership, alongside a navigation workshop with artists, curators, and advisors. A 4C audit covering nine existing research documents, the current site, and twelve organizations in and outside the category, from Hyperallergic and The Getty to membership models at AARP and Soho House.
Strategy
A digital gathering ground, and a site map built around real search demand
The strategic platform: move audiences from consumers of culture to collaborators who sustain BIPOC arts. Three lenses (Gateway, Hub, Repository) mapped to four user archetypes. A site map organized around the terms people already search, projected to add roughly 1,000 monthly visits by capturing even 7% of that demand.
Creative
A refreshed brand identity and mobile-first design
A new brand, complete with typography, color, and art direction, all designed to be AAA-level ADA compliant. high-fidelity mobile and desktop mockups for all sitewide elements and key moments—membership, events, reports—brings all the work together under one, mobile-friendly roof.
Build + Post-launch Support
A custom WordPress site with ongoing support
Custom page templates built in-house with AA-level accessibility written into the code rather than added by a plugin. We integrated the site with Museum Hue’s membership platform so joining and signing work together, and helped shaped the tiers, benefits language to make the journey and offer clear and exciting. Monthly support since launch keeps the site healthy so the team can spend its time on programs.
ABOUT THE ENGAGEMENT
Five thousand people a month type “artist grants” into a search bar. Twenty-nine hundred look for museum jobs in New York City. Those are people at the start of a career in arts and culture, looking for a way in, and Museum Hue has spent years building the programs that answer them. The work was connecting the two, and that framing shaped the decisions that followed: what the site leads with, how the brand shows up, what we built.
