Gao Huacong

Selected Applied Work · London · Team project

Marx Memorial Library

PRISM

A proposal to redesign visual identity, wayfinding and the visitor experience.

Site research · Team design proposal · Website prototype

Museum website design proposal with exhibitions, featured objects and the narrative puzzle.
Museum · Website design proposal.
Proposed Museum Mode signage composited onto my site photograph of the MML staircase, with AI-assisted overlays.
Proposed signage visualisation based on my site photograph, with AI-assisted overlays.

This team proposal rethinks MML’s visual identity, wayfinding and visitor experience. During our site visit, we found that rich collections and activities did not always translate into clear starting points, uses of each space or ways to participate.

We organised PRISM around Museum, Library and School modes. My focus was the website framework, information structure, initial coded prototype and interaction logic. I also proposed the Museum Mode narrative puzzle and developed selected cross-channel application mockups.

01

From Site Findings to Clearer Visitor Paths

From a first-time visitor’s perspective, the existing information needed clearer hierarchy and cues for how to use the institution.

Original site photograph of the MML entrance, before any proposed PRISM overlays.
Original site photograph · Entrance.
Original site photograph of MML’s corridor and poster displays, without new signage overlays.
Original site photograph · Corridor and displays.

Our site observations

  • Unclear information priorities

    The collections and displays were rich, but it was not easy to judge what to explore first.

  • Indistinct routes and uses

    Visiting, consulting the collections and joining learning activities needed clearer entry points.

  • Limited prompts to participate

    After encountering the content, the next action was not always clear.

We used three recognisable modes to connect what the institution offers with what visitors want to do. The modes organise the proposal across digital, wayfinding and display touchpoints.

Museum

History · Exhibitions · Interpretation

Library

Collections · Catalogue · Research

School

Courses · Workshops · Debate

Mode-signage concept composited onto my original MML corridor photograph, with AI-assisted overlays.
Mode-signage visualisation based on my site photograph, with AI-assisted overlays.
Team proposal showing modular mesh display frames with archive sheets, interpretation panels and movable display surfaces.
Modular display proposal · Team concept.

The proposed mesh frames organise archive material and interpretation panels. Movable units allow the layout to adapt between exhibitions and workshops.

02

Structuring the Digital Experience

I developed the website framework and initial coded prototype, defining the information architecture, page hierarchy, visual direction and interaction logic.

Three parallel choices, organised around visitor intentions.

  • Museum

    Find history, exhibitions & participation

  • Library

    Explore collections, search & access

  • School

    Find courses, workshops & learning

Alongside these paths Visit · What’s On

Start with a purpose

Choose a way into MML.

The landing page offers three routes into historical exhibitions, collections research and learning activities.

PRISM landing-page design proposal with Museum, Library and School choices.
Landing / PRISM Choice · Website design proposal.
Library website design proposal with catalogue search, collections and desk reservation.
Library · Website design proposal: collections, search and access.
School website design proposal with courses, learning themes and workshops.
School · Website design proposal: courses and workshops.

Mode colours are carried through the navigation highlights and action entry points to indicate the active mode.

03

From Viewing to Participating

I proposed a narrative puzzle for Museum Mode, defining the visitor journey, interaction logic, content direction and object references.

Participation journey concept

Museum Mode · Narrative Puzzle

  1. Scan QR

    Enter Museum Mode.

  2. Read the story

    Find clues in a short narrative.

  3. Find objects

    Match story clues to objects in the space.

  4. Submit findings

    Photograph and submit the objects you find.

  5. Unlock context

    Learn each object’s role in the story.

Story scenario · The General Strike, 1926

A short story about circulating news becomes a set of object clues. Finding a press or newspaper would reveal how it connected to the wider event.

Printing press image used as a design reference for the narrative puzzle.The British Worker newspaper image used as a design reference for the narrative puzzle.
Museum puzzle upload concept with a submission area and discovery grid.
Submission concept · A bridge from physical discovery to digital context.

The concept aims to help visitors actively understand history by finding objects and interpreting clues.

I extended the three-mode system into selected social, print and visitor-touchpoint application mockups.

Application mockup of proposed visitor tickets for Museum, Library and School modes.
Visitor tickets · Design proposal
Museum icon stamp application mockup from the team’s three-mode visual system.
Museum-mode stamp · Design concept

This project helped me approach visual identity, information structure and participation as parts of one visitor experience, rather than treating the website, signage and communication materials as separate outputs.

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