Renaissance Weekend

Agency: VMLY&R
Role: Art Direction, Interaction design, UX

Overview

VisitMusicCity.com is the official website for Nashville, Tennessee. The site features a mix of inspirational, authentic content as well as booking and planning tools. As the art director on the VMLY&R team, I designed the web experience and was involved in the project from initial concepting to deployment.

How does one destination marketing site stand out from the masses?

We're living in a world with more options than ever. Vacation planning is no exception. Google, YouTube, influencers, magazines, television, and TripAdvisor provide a staggering amount of content, allowing for each traveler to piece together their own personalized, market-of-one experience. Why all the planning? Travelers want to know they’re getting the most out of every moment and dollar spent.

Authenticity through design

It was our job to provide an authentic, brand-driven view of Nashville through content by placing the spotlight on Nashville’s sounds and music. Every visitor should be excited to visit Nashville and look local authority experts to figure out how to spend their time in the city.

VisitMusicCity.com eliminated the user’s decision paradox by providing content that is personal, intuitive and responsive, while delivering and encouraging a clear path down the funnel to planning and booking information. By using SEO best practices baked into design, the site is able to outperform competitors.

Creating a Visual Language

Using thin stroked lines as a symbol, we were able to weave to stories of music and Nashville into a new visual identity. We look inspiration from musical elements across all genres to create a look that is authentic and own-able.

Navigation and Architecture

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SEO driven design

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Made by me with Webflow, 2019