The Ask: Alabama State Tourism, riding off an 8% increase in annual tourism profits to $15.5 billion a year, tasked our team at Intermark to re-platform an antiquated website plagued by confusing navigation and a lack of brand equity for the state.

The Solution: I lead VD, UX, and content curation for the platform redesign, working in modulated responsive units, optimizing for mobile. Content curation included an all-new Interactive Trip Planner, as well as overhauling Experiences and Regions VD/UX by implementing a responsive iconography design system and visual geographic elements, resulting in a clean, modern update to the state’s tourism offerings. Traffic following the relaunch showed a 68% increase in unique organic hits at peak-season.