In May 2025, during the Museum + Heritage Show in London, Semantic Owner, Neil Lewin, connected with Kirsty McDonald 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.

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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