In May 2025, during the Museum + Heritage Show in London, Semantic Owner, Neil Lewin, connected with Kirsty West, Director at The Guards Museum.

Kirsty was seeking a digital partner who could not only develop a brand-new website but also seamlessly implement their recent rebrand and create a fresh, engaging online experience for their international visitor base.

The Guards Museum boasts a fascinating, nearly 400-year history, showcasing the five regiments of Foot Guards, from their combat operations to their iconic ceremonial duties. 

The challenge was to create a new online platform that was both a visitor-friendly educational tool and an effective commercial asset.

Our Objectives

The brief for the new digital flagship focused on key commercial and user experience goals:

• A Clearer Ticketing Journey: Streamline the booking process to significantly increase online ticket sales.
• Brand Cohesion: Ensure seamless incorporation of The Guards Museum's recent and distinctive new branding.
• Commercial Maximisation: Effectively present the museum’s comprehensive collections, events calendar, tour programme, and commercial offers, including venue hire and a new online shop.
• Improved User Experience (UX): Deliver an intuitive, mobile-responsive design that makes navigation easy for all users.

The Result

The LOOP team delivered a robust, easy-to-navigate website that acts as an important tool in helping the museum continue to engage a diverse public audience with its extensive collection, the story of the Foot Guards, and a comprehensive visitor offer.

Crucially, the marketing team at The Guards Museum is now empowered with an easy-to-use Content Management System (CMS), allowing them to manage and update the website effortlessly and scale their content strategy for the future.

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Kirsty says;

"Comparing what Semantic could offer us against going to a traditional agency, they really won out just with the ease and simplicity of what they could offer. And then working through the project with them after that the team have been fantastic, super helpful, explaining everything as we’ve gone along and their experience has really come through to help us deliver this great new website.

It was incredibly straightforward. Semantic handles all of the difficult stuff, did all the migrating of the old content, they did all the technical stuff, they branded all of our pages, they did all the redirects, just made it really straightforward and we just got to do the fun bits and they did all the difficult bits for us.

We’ve got a really strong brand presence now and they got that right, they understood what we wanted and actually the template system that they offer is ideal for us as it means we can create new content really easily.

The team are really proud of our new website. I think it really shouts about who The Guards Museum is and tells our story in a really great way which we weren’t able to do before. It’s that sense of pride in our organisation is coming through on our website."

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If you'd like help or more information about how LOOP can bring your brand to life online, just get in touch for a free discovery session (or just a chat!).

‍Take a look here: The Guards Museum Website

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