Watershed Artworks Gallery opened its doors to the public in 2011 when Delta Arts Council shut their doors due to a lack of financial support. From the closure, the City Of Delta was left with about a hundred pieces of artworks and was looking to find a way to either store, sell, or remove the artworks altogether from the closed facility. A group of Delta artists working at the council decided to take possession of the artworks and incorporate themselves into a new
artist-run non-profit gallery, now located inside the North Delta Recreation Centre. Since then, these artists have been volunteering while running the gallery and its events. Today, the gallery is called Watershed Artworks Gallery shop and is entirely run by volunteers.
artist-run non-profit gallery, now located inside the North Delta Recreation Centre. Since then, these artists have been volunteering while running the gallery and its events. Today, the gallery is called Watershed Artworks Gallery shop and is entirely run by volunteers.
PROJECT BRIEF:
Part 1: To analyze data from Google analytics and Search Console insights and provide recommendations on improving audience retention online. This would involve making an audit of the website including SEO score, page speed, text and visual content, and UI/UX.
Part 2: To suggest and implement improvements to website UI, social media content strategy, gallery events, & art classes. This would involve making small to somewhat transformative website changes and some branding changes to modernize and bring the brand's presence across channels up to date.
WEBSITE UPDATES
On the homepage, added an upcoming event banner to increase sign ups.
Added a brief about section on first scroll to introduce brand to new visitors.
Added a featured events section on second scroll
Updated font from a serif to sans-serif and web accessible font.
Updated button color from light yellow rectangles to red and white pills for modernization.
Established hierarchy in headings using font size, and font weight.
Started an art blog to showcase industry knowledge and increase website visibility.
Introduced A New Campaign: REDISCOVER
Rediscovering Old Artworks Donated By Local Artists
To Help Raise Funds For The Gallery
To Help Raise Funds For The Gallery
Rediscover is a newly introduced event that will place donated artist work on sale on the client's website. Each artwork is refurbished and polished with a new frame if necessary and sold at a clearance price.
**This program is at trial stage currently.
OTHER MICRO CHANGES TO THE WEBSITE
Added informational text to each event page and improved UI for intuitive navigation.
Improvised artist page layout within the constraints of Squarespace platform.
Formatted all images from 300 dpi to 72 dpi and improved page speed performance.
Retouched and updated graphic assets like thumbnails and icons across all webpages.
Made SEO changes until Lighthouse SEO score and accessibility score reached at least above 90%.
ARTWORK PHOTOGRAPHY AND CLOUD CATALOGUE
Introduced artwork photography and maintaining a cloud catalogue of all artist work and other design assets for easier accessibility, organization and maintenance. The artwork photography would now focus on highlighting features and uniqueness that each artwork piece boasts. The photographs once cleaned up can be used for designing promotional materials and digital campaigns.
SOCIAL MEDIA CHANGES
INSTAGRAM UPDATES:
Updated bio from blank to a brief and straight-forward introduction to new visitors and existing followers.
Added highlights to warm up visitors to events and programs they may be interested in.
OLD TEMPLATE ISSUES:
Graphics covered up most of the artwork and used all three logo colors in full capacity.
The old template was used in red, blue, and yellow colors.
The old template was used in red, blue, and yellow colors.
The logo placement in a strange spot and overall design very outdated.
The caption provided no information on the art and the artist.
Excessive use of hashtags and no interaction with the post.
UPDATED POSTS NOW LOOK LIKE....
TEMPLATE UPDATES:
Emphasis on artwork where the post highlights unique features and artistic style.
Logo moved to the right corner where brand visible but not overpowering.
A red bubble with an updated font arrangement that shows the artist name.
Use of Instagram carousel to highlight multiple special features of an artwork.
The post description shares information on the artist, their style, and/or the artwork being introduced i.e. medium, finishing, specific themes etc.
Removal of excessive hashtags and adding alt text to all images.
Introduced reels and stories for event behind the scenes, artist processes, and upcoming classes wherever possible.
Introduced event specific posts i.e. new fall art classes, and studio tours.
THANK YOU FOR READING THIS CASE STUDY!