St Magnus Way

Orkney's Interactive Pilgrimage Walking Route

Project Overview

After a number of successful projects with tourism-based organisations in the Orkney Isles, we were presented with a chance to submit a proposal to work with the St. Magnus Way pilgrimage route on an interactive platform that would help drive tourism to the area and allow them to find out more about what they can see along the way.


I just want to say how utterly delighted we are with the site. Tonight, I went into the CMS to upload MP3s, psyching myself up for an hour of tinkering. It took 7 minutes. 7 minutes!! No one else will know what a massive difference that makes – the front end looks stunning, but the back end is really user friendly and saves me hours compared to other CMSs I’ve used.

David McNeish Orkney Pilgrimage


The St Magnus Way is a long-distance pilgrimage route through Mainland Orkney, following the story of St Magnus and giving time and space for reflection on the journey. This new and ambitious project needed a website to act as an online promotional tool and hub of resources that would inspire people to walk the route, whilst also ehnacing the experience of those currently walking it.


Orkney Pilgrimage initially approached NB in 2017 to discuss building a resources database for their website consisting of images, audio files, documents and other media. Opting to move away from Wordpress to a more flexible CMS, the new site needed to be designed within a tight timeline to coincide with the opening of the first section of the walking route.


We created a bespoke visual design based on the existing brand identity. Central to the website functionality was an interactive map highlighting the route and key points along the way, and a resources section that includes advanced filtering by section, category, resource type and keywords. The map and resources were cross-linked throughout the site, leading to an engaging online experience for visitors.


Interactive Route Map


Multimedia Resources Database

Filterable and searchable multimedia resources to enhance route information.

Mobile App

Mobile App API - JSON feed API serves content to ATCreative's mobile app allowing the client to update all content from a single CMS

Responsive Design


The new St Magnus Way website launched on time and on budget, providing an impressive online resource for promotion of the route’s opening. In particular, Orkney Pilgrimage praised the flexibility and simplicity of the CMS which allowed new resources to be uploaded and managed quickly and easily. In 2018, NB was approached again to assist with a new project to create a mobile app. We worked closely with app developers ATCreative, providing an API that allowed all website content to be pulled into the mobile app. All content is managed from the same place. The walking route contains multiple ‘locations’ which house Bluetooth beacons. When using the mobile app, those walking the route are notified of relevant resources to their current location, adding context and a rich online and offline experience.