Interpretive planning and design is about discovering what is important about a topic, deciding what stories to tell, and how best to tell them. Interpretive planning focusses on the visitor experience. The goal is to inform, connect, challenge, provoke, even to entertain. Our projects vary in scope and scale, from individual exhibits to entire museums and interpretative centres. Interpretation is much more than delivering facts to the visitor in museum or gallery—interpretative experiences can be landscapes, trails, cities, or events. Any place where we can ask: What do we want people to feel? To learn? To know? is an opportunity for an interpretive experience.


Digital technology opens new doors for creating interpretive experience—but how can we avoid just replicating printed materials on glowing screens? With a smartphone in every visitor’s pocket, how do we get them to pay attention to another screen? When Form:Media works in the digital world, we use the same approach as when we work in the physical world. We ask: what is it we want the user to learn? To feel? To do? For us, digital projects don’t exist in isolation. They are part of larger stories—brand stories, place-making, interpretation nature and society.