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Bringing a Refreshed Brand Identity and Artful Experience Alive Online: MMoCA’s New Website Featured Among Communication Arts Webpicks

June 4, 2019by Hiebing

Inspired by a target audience interested in immersing themselves in art and learning about museum exhibitions and events, our Hiebing team set out to revamp the Madison Museum of Contemporary Art’s (MMoCA) website.

The effort was part of a larger mission to extend MMoCA’s refreshed logo and visual identity and to leverage a grant for publishing MMoCA’s permanent collection online.

We started with learning more about our target. Our research revealed that users were looking for two things when visiting the MMoCA site: immersive experiences and learning experiences. These insights as well as the artistic angles of the new brand mark informed and inspired both the website’s navigational structure and its design aesthetic.

The end result is an online experience that encourages exploration of the museum’s exhibitions and events while also showcasing its permanent collection in a meaningful way.

Communication Arts loved the new website so much that it featured it among its Webpicks and interviewed us about the process we went through to build it.

You can read it in full here.

If you’re interested in a website refresh or simply want to pick our brains about all things digital and UX, drop a note to Ted at




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