Austin.

Constraint turned creative fuel

Austin proudly calls itself the Live Music Capital of the World, and designing its tourism website meant capturing that creative energy online. Before the design process began, our team traveled to Austin for a FAM trip to experience the city the same way visitors do. We explored neighborhoods, visited music venues, met with local tourism stakeholders, and gathered insights that later shaped a findings presentation for the client.

Visit Austin’s brand is intentionally minimal. One logo, two colors, a single type family, and a tightly curated photo library. Instead of feeling restrictive, those limits became a creative advantage. With so little to work with, the focus shifted to typography, layout, and photography to carry the experience, letting the design feel open and exploratory rather than overbuilt.

As Creative Director, I helped establish the visual direction and guided the team through the design process, shaping both the creative language and the user experience. The goal was to make the site feel like an invitation to explore. Sticky navigation encouraged discovery, while bold headlines, immersive imagery, and flexible content modules helped visitors move easily through attractions, events, and neighborhoods.

The personality of the site comes from its restraint. The sparse layouts, limited palette, and strong photography give it a distinct presence without relying on additional design elements. The wrong approach would have been to overdesign it or polish it too much. Instead, the experience stays grounded, allowing the content and the city itself to do most of the talking.

A subtle maker aesthetic runs throughout the experience, influenced by Austin’s culture of artists and musicians. Early explorations leaned intentionally rough and unpolished, using typography, spacing, and layout as a starting point rather than a finished system. That approach carried through to the final design, creating something that feels crafted but not overproduced.

The direction resonated immediately. The client response to the style guide presentation was overwhelmingly positive, and the final platform continues to serve as the digital home for Visit Austin today.

Website