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.
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 to 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
Drawing inspiration from both musical elements and Nashville's vibrant nightlife we created a look that is authentic and own-able. The mono-line approach to icons and actionable elements evoke the lines on a sheet of music and the strings of a guitar. Our carefully considered palette mixes dark hues with pops of bright accent color to embody the energy and vibe of a live show.
NAVIGATION AND ARCHITECTURE
One of the main goals of the redesign was to improve the information architecture and visual navigation. From our research, we knew that most people were searching for something specific and it would be our role to get them there quickly. We bucketed the site into 3 main sections — Explore Nashville, Things to Do, and Plan a Trip. Once a visitor landed on an article, they would be cross referenced to another article, event, or neighborhood to explore. Doing this increased engagement while giving users a sense of where they are both on the site and in the city.
Actions and Micro Animations
The site was brought to life with micro-animations and interactions of design elements, components and icons
Ben Carmean / Group Creative Director
Andrew Mirakian / Associate Creative Director / UI/UX Design, Illustration
Rose Linhares / Art Director / UI/UX Design
Amy McVey / Copy
Chris Wallen / UX Director