Digitally transforming Serpentine Galleries.

Website launch for an internationally acclaimed pioneer of contemporary arts.

Serpentine Galleries Featured Image

Visit site

The brief

Serpentine undertook an ambitious rebrand and site development beginning in late 2019.

We were appointed to develop a site catering to visitors of the gallery, which would also allow Serpentine to engage a wider international audience through its pioneering digital contemporary arts programme.

Serpentine Galleries Two iPhone Mock Up

The solution

We worked alongside Hingston to implement the new brand online, closely working with the Serpentine team to develop the site UX, bringing multiple sites into one.

We ran a series of workshops with representatives from across the organisation with the results feeding into a thorough UX process. This created a solution that effectively encompasses 3 physical venues and an extensive digital programme.

Serpentine Galleries Full bleed image


The site was designed mobile-first, optimising the experience for planned and impromptu visits.

As part of this process, we identified key user audiences and journeys, testing designs to maximise usability. Since launch, we have continued to optimise and enhance the site based on the changing needs of the organisation and user behaviour, thereby increasing performance.

Serpentine Galleries iPad mock ups
Serpentine Galleries Image

Claire EvaDirector of 2020 Campaign

The sites are beautiful, robust and well-designed around audience and business needs.

Plus the experience of working with James and his experienced team is always a pleasure.

I’ve worked with Effect Digital on a number of web build projects at 14-18 NOW and the Serpentine Galleries. The agency is quite brilliant.

Like what you see?

Contact Us