Increasing sales, memberships and awareness for The Beatrix Potter Society

The Beatrix Potter society is a registered charity that celebrates the extraordinary life and beautiful works of Beatrix Potter. They have worked since 1980 to preserve and uphold her legacy, and honour her contribution to the literary community.


The Beatrix Potter Society


Web Design, Creative Design





Project Brief

The Beatrix Potter Society approached us following the provision of a funding grant, hoping to use it to refresh their website. Their previous site looked outdated, and didn’t serve the purpose that they hoped; to inform in a visually appealing way, and provide their members with a place to interact. They also hoped to expand upon their shop area, to make sure it was easy to sign up, donate and purchase.

  • Showcase Beatrix Potter’s work
  • Display the core aspects of her life
  • Improve the members area experience
  • Elevate the shop functionality

The Challenge

Alongside the new look, BPS needed a brand new structure. We needed to make sure that the new site displayed not only the literary aspects of Beatrix Potter’s life, but her influence on the worlds of science, agriculture, preservation and art. Our team needed to make sure we displayed all of these aspects properly, without making the site too busy

Challenge yourself, jump off the deep end and learn to swim

The Solution

The Zinc Design team wanted to create something beautiful that could be informative as well as visually appealing. They knew that Beatrix Potter’s illustrations should be at the heart of the design, so they planned a image-forward website design that let the focus be on Beatrix Potter’s many fantastic works. We also incorporated a complete members area, which made the wealth of membership benefits readily available, and a shop area to make purchasing products from the society simple. The Beatrix Potter team created a new structure that displayed the many facets of Beatrix Potter’s life’s work. This posed an opportunity; when blended with the image-focused design, we were able to create new focus areas.

  • Image-focused design
  • New focus areas
  • Members area
  • Shop Area

A new look members area

The members are what keep The Beatrix Potter Society running, so it was vital that the new website made the benefits that came from their membership easy to find. Behind password protection, members could see Journals, Newsletters, Publications, Discounts and Free Venue Access information.

Refresh and restructure

The design team knew that the beautiful imagery from Beatrix Potter’s artworks spoke for itself, so our work centred around it. By incorporating her own art into our design, the first impression of the website was of Potter’s works. The Beatrix Potter team created a new structure that displayed the many facets of Beatrix Potter’s life’s work, which our design put front and centre on the homepage, then broke out further sub-pages with information. We worked with the dark blue of the society’s branding, offsetting with earthy greens and yellow tones to highlight, which suited the nature that much of Beatrix Potter’s work centred around.

Simple purchasing and donation

The previous design hid the Donate option within the shop, and didn’t display shop products in a way that encouraged purchasing. We enlarged the imagery and made it more consistent, with large calls to action. We then moved the donate function into the navigation bar, making it a front-and-centre focus on every page.

The Results

The new site for The Beatrix Potter Society launched on Beatrix Potter’s birthday in 2022. In the time since its launch, the website has had hundreds of purchases, donations and membership signups. The website has a positive user experience, with an incredibly low sitewide bounce rate of 51%, and almost 50,000 page views in the time since launch.


Membership Signups

Excellent Feedback

From Members & Board


Shop Orders

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