Bloomington.

Bloomington Minnesota Travel & Tourism had just launched a bold new brand and needed a website that could keep up. The challenge was translating that energy into a digital experience that could inspire travelers before they even packed a bag.

 

The destination speaks to several audiences at once. Travelers, meeting planners, and locals all come looking for something different, but most visitors are trying to answer the same three questions: where should I eat, what should I do, and where should I stay? The design focused on making those answers easy to find while letting the brand lead the experience.

 

The identity gave us something strong to work with. The angles in the starburst logo became a defining visual language, and I leaned into that as a consistent thread across the site. It was a way to make the experience feel distinctly theirs without relying on surface-level decoration.

 

That said, the balance mattered. The brand is bold, and the wrong move would have been to dilute it, but it also could not take over the entire experience. The angles are used with intention, typically leading the page through headers and key modules, while the underlying layout stays clean and structured.