Once referred to as "America's Playground", Atlantic City, New Jersey had been a dazzling destination of glitz and glam where the rich and famous flocked to get away in the early 20th century. With war, the industrial revolution and access to new modes of transportaion, priorities for vacationing and more options for location shifted visitors away from Atlantic City (AC), its beaches and a once bustling boardwalk. In an effort to bring tourism back to the city, casinos were introduced in the 1970's which, over time, began to create a narrative that AC was a place for crime, drugs and corruption.
Meet AC, Atlantic City’s Destination Management Organization, is a non-profit sales organization whose mission is convention development. Meet AC creates visitor spending and economic impact through the bookings of meetings and conventions in Atlantic City. Meet AC teamed up with Simpleview to rebrand as Visit Atlantic City, take hold of the city's narrative and influence the greater reputation of AC in the minds of all travelers.
visitbellevuewa.com
Honorable Mention, dotComm Awards, 2020
Bellevue, Washington- a destination that is home to futurists and tech pioneers, as well as major tech companies. Our strategy was to design a website that would feel bold, innovative, high-fashion and dynamic.
Destination Toronto wanted to take a content hub approach to their website, in which blog article-type content was the primary focus and the leisure traveler content typically found would become secondary. By doing this, their content is spoken from a local insider perspective — and tourists always want the local take on a destination!
We designed editorial styled layouts and pages that were photo and video-focused to encourage user engagement and send the user deeper into the site. We also infused animation in various places of the site to delight the user and encourage further engagement.
The main challenge of this project was accounting for conflicting content goals - wanting to provide the user with insider information, while also including information and key words that drive organic traffic. We came up with a combination navigation (combo nav) approach to house both sitemaps. Blog navigation exposed in the header, and leisure traveler/seo-rich navigation and content housed in the hamburger menu.
We also created a scroll-tied animation that lead to an interactive map so that we could describe Toronto’s nickname of “The 6” and it’s historic six boroughs, but also have the user navigate the neighborhoods in a more modern and helpful way for travel planning. destinationtoronto.com/neighbourhoods
mexicancaribbean.travel
Platinum, dotComm Awards, 2020
Gold, Davey Awards, 2020
Outstanding Website, Internet Advertising Competition Awards, 2020
The Mexican Caribbean had a goal to market themselves as one location, multiple destinations. With Cancun already a popular tourism spot, the client’s goal was to highlight other areas to drive tourism around the state of Quintana Roo. The new website design put all locations on a level playing field with an interactive map and microsites dedicated to each of the 13 destinations.
Members of the team had the opportunity to travel to the Mexican Caribbean and visit many of the areas on a client- lead destination immersion. The experiences they had would influence and inspire the design of the site.
Concept: Where paradise falls in love with you
The Mexican Caribbean experience is one that is deep, personal and authentic. Here, jungle leaves reach out to touch your skin, the sea extends its waves to embrace you, the land offers you entry into the depths of her heart. To visit the Mexican Caribbean is to have your expectations exceeded by the sincerity of the locals, the rich culture & history, and nature’s wonders. It is to find and to lose yourself. The wonder, emotion and authenticity of the Mexican Caribbean was represented in the website’s visual aesthetic from. the breath-taking photography to hand drawn elements based on local flora, fauna, culture and art. Visitors to the website will get an authentic glimpse of what it will feels like to experience the Mexican Caribbean.
Visual Narrative: Fresh Eclectic
Livingtson County offers wide picturesque landscapes with waterfalls, gorges and lakes, all calling adventurers to come discover and explore. Zooming in on that view presents small villages with big hearts, welcoming neighbors and visitors just as they are. From organic farms to craft beverage producers to downtown main streets, LivCo is a return to community and local-land living.
The authenticity found in the people, history, food and natural surroundings of LivCo is quite literally a breath of fresh air in a world where hustle and bustle is the norm. In LivCo, unpretentious, yet hip and artsy downtowns prevail, nature can be calming or adrenaline-boosting, and genuine, lively people are ready to tell you all about it.
www.tourismpanama.com
I was brought in mid-project to help get Tourism Panama to approval on their digital style guide and website homepage. With no brand guidelines in place other than a logo (that would soon be replaced), the client had a difficult time articulating the visual characteristics of the brand. Our team’s interpretation when it came time to present a style guide, had missed the mark.
I jumped in and had two days to work through what I heard from the design team and meeting notes to interpret how to take a fresh direction. My excitement to work with this client, the adrenaline caused by the quick-turnaround and the talents of my local barista all powered me through a quick-catch up and creative delivery. The client loved the use of color, image-focused layouts, and energy of the new design direction. They felt it represented just how the wanted to convey Panama to the world, which was the best thing we could hear.
In collaboration with the client (which included an ever-so-inspiring Chief Creative Officer), we crafted a website that represented the mid-century modern aesthetic of Palm Springs through angles and composition as well as the Chillosophy of the brand through movement, copy and color.
Gold Addy Award, American Advertising Federation
The UA admissions website leads prospective students down the path of applying to the university. This website was an overhaul of the previous, and via collaboration between a few departments on campus, we were able to organize content, address all targeted audiences, further establish the UA’s web design guidelines and create a comprehensive campaign strategy.
I developed the photography concept and brainstormed with the team on how to execute. The design and photography was carried through UA’s Viewbook and all enrollment marketing materials.
