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The Museum of Freemasonry Case Study

​A registered charitable trust, encompassing a museum, library, and an archive of Freemasonry artefacts. The Freemasons have long been shrouded in mystery, with many people knowing little about the practices and traditions of this historic organisation.

"Developed an intuitive website for TMF, augmenting the Museum’s rich heritage and brand objectives."

Increase Awareness

New Website

Boosted User Planning Visits


The Freemasons have long been shrouded in mystery, with many people knowing little about the practices and traditions of this historic organisation.

The Museum of Freemasonry engaged Un.titled to redesign its website with a view to increasing awareness and driving footfall from people looking to experience the museum for themselves.

This reputation is the hallmark of the Freemasons and something of a unique selling point. When looking to redesign and modernise their website, the Museum of Freemasonry therefore wanted to combine garnering greater audience engagement and awareness, while playing with this established sense of secrecy.

  • The Museum of Freemasonry (TMF)has historically been perceived as secretiveniche and uninviting by the public
  • TMF engaged to redesign its website to:
    • increase awareness
    • drive footfall
    • change public perception


The Un.titled team worked with the Museum of Freemasonry to create a clear set of both objectives and personas as part of the redevelopment and redesign process. This approach helped formalise the goals of the project and allowed us to have a shared understanding of the audiences we wanted to reach and engage with on a deeper level.

This naturally fed into Un.titled’s UX work. While ease of use and accessibility were discussed, much of the conversation centred around the museum’s ‘What’s On’ offering.

Our team also worked to enhance the storytelling elements of the site. We developed a native, alternative solution to the previously used Issuu publishing platform, allowing for a graceful, seamless and integrated storytelling feature.

  • Established clear set of objectives and personas for the redevelopment and redesign process
  • Design incorporated geometric influence, simple animationsand subtle micro interactions, ensuring maximum visual impact
  • Thevisual design team crafted banners with aspotlight effect
  • Developed gracefulseamless and integrated storytelling feature, transitioning form the previously used Issuupublishing platform


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  • Users were engaged with the accessible and easy to use new website 
  • Website helped facilitate physical visits by delivering clear and concise information on opening times, bookings and accessibility
  • Separate interfaces for each type of event helped:
    • boost the chances of users planning visits
    • Users research and assess the venue
  • Due to the dynamic functionality and analytics capabilities, TMF were able to better understand audience online needs






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