The Design and Creative Strategy Behind
the Webby Award Winning Travel Site
Imagine capturing New York City in a single experience.
Your final product must inspire without being unattainable. It must feel big and ambitious, but also easy to navigate. Include imagery, text, eCommerce, icons, and maps. And above all: the work must feel authentic.
Now take all these ideas, and make something that fits onto a mobile screen.
You have five months.
This was the challenge for the new nycgo.com.
nycgo = Inspiration + Navigation
We recently finished a sprawling rebrand of NYC & Company—a project that took a year to complete and touched nearly every piece of the organization, from its advertising to its business cards.
The rebrand’s creative strategy centered around creating vibrant, flexible brand tools that could unify many different creative needs—from photography to videos to illustration. The goal was to have a visitor know as they transitioned from piece to piece that they all came from the same brand. The last piece in the rebrand was the website:
Goal: Drive visitation to NYC (60 million visitors came in 2016)
Site Visitors: ~12 million visitors yearly
Content: Over 9,000 pages
Advertising: Generates millions of dollars in yearly advertising revenue
eCommerce: Integrates multiple eCommerce partners (Booking.com, OpenTable, Viator, and City Pass, among others.)
The site also houses celebrated marketing events like NYC Restaurant Week and NYC Broadway Week.
Timeline: 5 months
Team Leaders: Emily Lessard, Lead Creative Strategist + Creative Director
Louis Lee, Lead Navigation UI Designer
Designers: Caitlin Clingman, Sara Duell, Alexander Quinn, Jose Quinteros, Noah Venezia
Writers: Kate Canary, Michael Chee, Sophie Roberts
Photo & Video: Jen Davis, Kathleen Fox, Naheem Kujenya, Thomas Perry, Christopher Postlewaite, Ryan Schnackenberg, Gracelyn Woods, Tagger Yancey
2017 Webby Award Winner for Best Travel Site
25 Best Tourism Websites in the World by Skift
Five Best Tourism Websites to Inspire You With Visual Storytelling by Libris
"Premiere tourism bureau when it comes to web design" by Flight Network