Project Overview
Visit Bucks County is the official destination marketing organization for Bucks County, Pennsylvania. The website redesign created a more distinctive digital experience that captures the character of the destination and inspires visitors to discover attractions, explore local experiences, and plan their trip.
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Bucks County had an established logo, but little in the way of a supporting visual identity. The challenge was to build a distinctive digital experience around that foundation while elevating the county’s extensive listings and destination content without losing the welcoming, historic character that makes the region unique.
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Website Design, UX/UI Design, Interactive Map Design
My Process
01 / Define the Opportunity
Visit Bucks County entered the redesign with an established logo, but little in the way of a supporting visual identity. The opportunity was to create a more distinctive digital expression of the destination while elevating the way listings and local experiences were presented throughout the site.
My team began with an immersion into Bucks County to better understand its towns, attractions, and character. I used the insights, photography, and research gathered during that process to help shape the visual direction of the redesign.
02 / Build the Visual Language
With only an established logo to build from, I had the opportunity to shape a broader visual identity for the digital experience. I developed the typography, expanded color palette, and overall art direction, creating a more expressive and flexible system that captured the personality of Bucks County while supporting a wide variety of content across the site.
03 / Illustrate the Destination
To bring more personality and a stronger sense of place to the experience, I created a custom illustrated map of Bucks County along with a complete set of hand-drawn icons representing destinations, landmarks, and points of interest. The illustration system gave the site a distinctive visual element while making exploration of the county feel more engaging and uniquely connected to the destination.
04 / Design the Experience
With the visual language and illustration system established, I brought everything together into a cohesive digital experience. The redesign uses expressive typography, color, photography, and custom illustration to create a stronger sense of place, while flexible components and elevated listing designs make it easier for visitors to discover what Bucks County has to offer and plan their trip.
The Solution
The redesigned site gives Visit Bucks County a more distinctive and cohesive digital presence that better reflects the personality of the destination. The experience puts greater emphasis on discovery, transforming listings and destination content into engaging opportunities for visitors to explore the county and find inspiration for their trip.
Desktop Homepage Design
Mobile Homepage Design
