Dulwich Picture Gallery
Delivery of a brand new website using Wagtail CMS
In August 2025, Dulwich Picture Gallery (DPG) launched a brand new website to support a period of significant change for the organisation. Built in Wagtail CMS, the new site brings DPG’s refreshed brand identity to life online while creating a more intuitive, engaging and user-centred experience for visitors.
The website plays a crucial role in showcasing the full breadth of DPG’s offer – from exhibitions and events to major new initiatives launching in Autumn 2025, including the ArtPlay Pavilion and Sculpture Garden. More than a visual refresh, the project provides DPG with a flexible digital platform that can evolve alongside its programme and ambitions.
The Challenge
DPG was entering a new chapter. Alongside a refreshed brand identity developed by an external agency, the organisation was preparing to launch new public-facing activities that would significantly expand how audiences engage with the gallery.
The existing website was no longer fit for purpose. It needed to:
- Better represent the breadth and diversity of DPG’s programme
- Support new activities alongside the established exhibitions and events offer
- Translate a bold, playful new brand into a digital environment
- Move towards a clearer, more user-first navigation and content structure
The challenge was to balance creative expression with clarity – delivering a distinctive visual experience while ensuring the site remained accessible, intuitive and easy to explore for a broad audience.
The Solution
Working closely with the DPG team, we designed and delivered a completely new website that places user needs at the heart of the experience, while confidently expressing the new brand identity.
Key elements included:
A new Wagtail-powered website
Built on our Wagtail Content Management System, the site gives the DPG team full ownership and flexibility, enabling them to manage, update and evolve content as their programme grows.
Interpreting the new brand for digital
We translated DPG’s refreshed visual identity into a bold and engaging digital experience, carefully applying brand colours, typography and tone in a way that works seamlessly across devices.
A flexible content toolkit
A modular system of components and content blocks empowers the internal team to create rich, varied pages without compromising consistency or quality.
Playful interactive moments
Simple but effective interactive elements introduce moments of delight – particularly on the homepage – helping to create impact and reflect the gallery’s creative spirit.
Curated ‘What’s on’ experience
A flexible and curated ‘What’s on’ area allows the DPG team to shape how their programme is presented, responding to seasonal priorities and new launches.
Improved navigation and search
Clearer navigation and enhanced search encourage visitors to explore more deeply – from events and exhibitions through to the gallery’s collection.
The Impact
The new website has achieved very positive feedback from both the internal stakeholders at Dulwich and gallery visitors alike. In the upcoming weeks, the DPG team have multiple changes happening to their programme, with new activities being available to the public for the first time, and the new website is effectively supporting this time of change, whilst also translating its new brand identity in a bold and modern way – one that should be more inclusive to a wider group of people.
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