Responsibilities:
Website Redesign
Brand Strategy & Identity
Immersive Experience Creation

Challenge:
The 210+ page website was outdated, cluttered, and not mobile-friendly, making content hard to find and necessitating a complete overhaul to improve usability and modernize its technology.

Solution:
Create a dynamic and engaging website, along with varying other digital touchpoints, that tells the stories of the Civil Rights Movement while aligning with the overarching goal of having sites designated as World Heritage sites.

Execution:

• Enrich & enhance the site content

• Online educational experiences

• Augmented reality

• US Civil Rights Trail app

Impact:

• Connect the most significant sites and destinations.

• Bring to life stories, events, people, and places.

• Deliver an unforgettable and compelling travel experience.

Why It Matters:

Through engaging messaging and interactive experiences, travelers were invited to connect the past with the present, enriching their understanding of the Civil Rights Trail, fostering awareness among Gen Y and Z, and inspiring a deeper desire to learn about the history of the Civil Rights movement.