These are the links below to my Elements Project based on Feng Shui the 4 Elements:



InVision App Walkthrough:


I feel I have learnt so much working through the different stages of this project. In the beginning looking back I feel I concentrated too much on the actual subject Feng Shui which took any buffer time I had allowed in my Tom’s Planner schedule.

Also looking back at my Tom’s Planner project plan research time allowed was not enough as I continued with my research throughout each stage; especially once I started the marketing section, this is something I will bear in mind when working on future projects and creating project plans.


I struggled initially introducing colour into my designs, Feng Shui represents calm and the flow of energy and I found it difficult to get this across without using a lot of white space.


Once I got into researching and looking at how to market the exhibition I enjoyed this section of the project. With the use of social media we can advertise to a mass audience extremely quickly and in turn monitor likes and shares and see which areas of our marketing is working best and if it is helping sales.


Now the project is complete it is difficult to see that a website for a temporary exhibition at museum would need a CMS system to administer it. The system would work well though if the museum planned future temporary exhibitions as the website or frontend could be amended easily without having to change any code.


With any future projects I want to look at the designs from a mobile first view and develop my knowledge of the best ways to do this bearing in mind the user experience.


Other areas I want to look at more:

  • Fonts and how they are used in design
  • Colour and how colour is used in design
  • Look more at low and high fidelity wire frames; time constraints did not allow me to develop my low fidelity wireframes further.
  • Look at other wire framing tools – Balsamiq
  • Prototyping
  • Coding and learning more about Foundation
  • Tables
  • Mobile First and Responsive Websites
  • Display resolutions and using ems rather than pixels


Marketing – Monitor and Analyse

The tools below enable you to monitor online activity related to social media accounts and website activity and could be used to monitor the marketing campaign for this exhibition:

  • Facebook Insights
  • Twitter Insights
  • Pinterest –
  • Instagram Insights
  • Google Webmaster Tools
  • Google Analytics
  • Google Alerts
  • Google My Business – Insights (see below image, graph showing views of website from Google My Business Insights)

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Marketing Strategy


I have created the below marketing strategy/flowchart to get the best possible marketing exposure and therefore footfall and revenue for the Exhibition.  The plan is for the marketing to attract new audiences and create a new public awareness of the Ferens Art Gallery; if people are not necessarily interested in this exhibition they may enquire to see what else is happening at Ferens Art Gallery in the near future.

  • The exhibition opens on 8 February 2016 which is the start of the Chinese New Year, possible other advertising opportunities here advertising alongside the Chinese New Year.
  • Display posters on access routes to the city and around the Ferens Art Gallery and include the website domain




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The internet is an excellent marketing tool with many sites free to use allowing me to create marketing platforms for this exhibition.  Below I have listed ways in which I could utilise the internet to market my Elements Exhibition and website:

Exhibition Website – offering pre-visit information and booking options.

  • Desktop
  • Tablet
  • Mobile – Mobile first download times needs to be effective and efficient.


  • Create a blog attached to the website – visitors can participate and comment
  • blogger outreach as above and invite them to the exhibition


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  • Google AdWords
  • Google My Business
  • Google+
  • Youtube – now owned by Google


Social Media

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  • Facebook Page
  • Twitter – Tweet about the exhibition, follow twitter accounts and engage with conversations related to the subject area of the exhibition.
  • Instagram – #
  • Pinterest

All the above interaction and links from blogs and social networking sites will also increase my search engine recognition: free SEO as a bonus!  I would also include a link to the Exhibition Facebook page, Twitter account, website or other Exhibition site when posting anything online.  Your museum doesn’t need to be on every social network, I could experiment and prioritise what is working for the Exhibition and possibly leave websites which don’t seem to be adding much to achieving my goals.  I can use Google Analytics to monitor this.

SEO (search engine optimisation)

All the major search engines such as Google, Bing and Yahoo have primary search results created from their own ranking formulas.  Searching for ‘museums in Yorkshire’ or ‘museums in Hull’ can give an unprecedented number of hits; it is extremely difficult to get listed in the first two pages or even be found this way, these are strategies below I would look at to aim for my site to rank as high as possible:

KEYWORDS – (content is King) keyword phrases are thought better than individual keywords.  Think of what the user would type into to find the site, focus on one phrase rather than lots of phrases and include this phrase in the content, the headline and links within the page.

INDIVIDUAL PAGES – look at each individual page of the website as an entry route to the site and optimise each page individually with a specific keyword phrase for that page, this way it will increase the number of ways users can access my site.

CONTENT – write strong content, again as above content is king, search engines look at website content to see if it is really about what it says.  This is true of the reader as well they want to see valid and relevant content.

VALID HTML – write valid HTML, if the site where to be developed further than I would need to validate my code, having valid clean code will make it easier for the search engine spider to index a page.  I can do this using

LINKS being aware of Google’s PageRank system where they place significant emphasis on any links to a site.  The more links I have from partner organisations, tourism websites and websites with a similar theme, the higher my site will be ranked by search engines.

It is advisable that I also include internal links as these are also assessed; the more links I have to a page, the higher chance it has of being ranked.  Some SEOs recommend linking to every page on the site using a text link from another page. The links themselves should be descriptive of what they’re linking to.  My research showed that it is not advisable to try and cheat the search engines by creating questionable links, websites can be de-ranked or totally removed from searches when found to be doing this.

Any changes I make optimising the Elements web pages may not be seen immediately as it can take time to show results/changes to take effect; possibly taking unto 6 weeks for Google to index as site.

One page website

My Elements website is a one page website, since designing the site and through my research I have found that one page websites are not SEO mainly because there is only one page for search engines to rank.  I originally designed it this way because users can easily scroll down the entire website on one page with quick navigation.  This is something I will bear in mind in any future design and builds.










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Offline Marketing:

Posters – on access routes to venue.

With my poster I tried to make it eye-catching through colour while still keeping it simple and stating where the museum is and how to contact them.  I wanted to get peoples attention so they would want to explore more and book tickets.

My poster design:


Local radio

Local Press Release – can promote with the Chinese New Year advertising and also in Entertainment News a section in the Hull Daily Mail (Saturday edition only)

Leaflets placed in local booking (City Hall) and tourism offices on quality card with more brief details on the reverse about the exhibition (A5 size or less so can fit in racks).



If the wording and information is at the top of the leaflet it would be easier to see/find in a rack of similar leaflets.




Include in local ‘Whats on guide

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Take over an empty shop in a shopping centre – take the museum to the people and give them a taster and more information – Prospect Centre – cost implication?

Mailshots – local schools, tour operators, coach operators,club and society organisers, local B&B’s and local hotels.

  • send with mail shots – posters and flyers and a number of discounted tickets (incentives).

Create an event aimed at media coverage i.e. the opening of the exhibition possibly with a personality opening the event or a record attempt and invite local press, national press, societies or groups with specific interest in subject are, or anyone with influence who would come!


Advertise in Tourist Publications, The Regional Tourist Boards, the English Tourist Board and other agencies who have many publications aimed at the tourism market.


  • Advertise as a group of museums (less cost)  i.e. in Yorkshire.

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  • National Press

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TV – expensive


Creating a Brand

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For this exhibition I would look at Ferens Art Gallery and the brand – relating to the Gallery.  At the moment all the museums in Hull are grouped together under one umbrella – Hull City Council : Museums and Galleries (Hull Culture and Leisure Ltd) it does not have a brand of it’s own.

These are the areas I would look at and what the brand should say:

  • decide what style is appropriate for the brand, what is the mission statement or your key message?
  • What makes the Gallery different (Unique Selling Point)?
  • Who are you aiming the message(s) at?
  • What are the key values which guide the Ferens Art Gallery ?
  • What kind of ‘personality’ does your Gallery have?

The brand is the perception that people would have of the Ferens Art Gallery and is everything relating to the Gallery and how it is portrayed as a collective.

What is brand identity?

Brand identity or brand style is the visual image which projects the brand the way you want people to see the brand.  Brand identity could be displayed via a logo.

Some brands use hidden meanings in their logos to inspire curiosity. Although these hidden meanings usually only reach people on a subconscious level, the logos tend to be among the most memorable.

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Brand Identity – Ferens Art Gallery

My idea for the logo for Ferens Art Gallery is from the columns at the entrance to the building.

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They imply ‘history, strength, power’.  To keep the logo simple I have only used 2 colours in both designs and a single column.  I used a historical font for the capital F for Ferens.

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Ferens Art Gallery Logo Design

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Research – The V&A brand

Branding is a very important part of the marketing process, and one that the V&A is currently making a major priority.

Brand is a shorthand term for the process of examining;

  • What the V&A does
  • What the V&A stands for
  •  What the V&A means to different people, with a view to establishing and communicating clear goals, both internally and externally.

The V&A has recently refreshed its visual and verbal identity (tone of voice) to create a clear brand identity which evokes a feeling about what the museum stands for and the way it behaves (the values it promotes). Everything that the visitor experiences is also a manifestation of the brand – from the exhibitions they attend, to the members of staff that they speak to, to the sandwiches they eat. Brand development and management is an ongoing process, but one of the most important of all.