William Morris’ philosophy is about craftsmanship, labor and social responsibility. His writings mainly blurred the boundaries between art, craft, and design, positioning making as both a creative and moral act.

Morris about the emphasis of morals and beauty within craftsmanship, suggesting this idea that beauty should be accessible to all and to be rooted and show value to the honesty of materials, integrity and processes.

His belief that design should reflect the spirit of its makers and the community that surrounds it helped me frame our own visual identity for the museum, emphasising texture, materiality, and craft as enduring design values that counter the anonymity of mass production.