The campaign – led by associate director Rebecca Salt – will target travel and archeological press. 'We are looking at the archaeology of the islands and the museum's unique use of community art, with local artists designing flagstones for the building,' said Salt.
She added that the centre would be a hub from which visitors can access other heritage sites on the islands.
The new building will replace the existing, smaller museum. Colman Getty will be charged with helping to raise visitor numbers by 30 per cent next year.
The trust is funded by the Shetland Islands Council.
Colman Getty secured the brief after a two-way pitch.