Asian Art Museum of San Francisco – Elevating digital experience and making it accessible to all

Asian Art Museum of San Francisco is one of the largest museums in the western world, devoted exclusively to Asian art, housing a collection of over 17,000 artworks. They’ve been going through a digital transformation and needed a new website, in-museum masterpieces app and digital signage.

One of the goals was to rethink and restructure the presentation of information, including revised page-level content strategy across the site. With wide and varied audience and a large amount of content, the focus was on creating an experience that is simple and intuitive, and website that’s responsive and easy to use across a variety of devices.

It was important to make sure that new design visually enhances AAM brand and speaks to the brand mission and values and encompasses the main brand idea “Awaken and Inspire,” which is designed to unlock the potential of museum art, and in doing so, inspire new thinking and creativity. New digital design system is a clear visual manifestation of this idea, it shows AAM as contemplative, but engaging, familiar but also surprising, contemporary, yet evocative of the past.