Fort Myers.
Islands, beaches, neighborhoods
Fort Myers promotes itself with a simple promise: Islands, Beaches, and Neighborhoods. The redesign needed to capture that relaxed coastal energy while also solving a few practical problems. The existing site felt outdated, navigation lacked focus, and visitors were not clearly guided through the experience. Just as importantly, the destination’s neighborhoods were not getting the attention they deserved.
The new experience focused on helping visitors move easily between the area’s beaches, islands, and local communities. That clarity came through both structure and design. Clear calls to action and purposeful pathways helped guide movement, while custom modules were tailored to each content type so islands, beaches, and neighborhoods felt distinct rather than interchangeable.
From the natural beauty of Sanibel Island to the energy of Fort Myers Beach, the design leans into photography, storytelling, and large content blocks that make the destination feel welcoming and easy to explore. The strongest moments come through the beach experiences, where imagery and layout work together to create a clear sense of place.
What made the project especially challenging was that the destination was undergoing a full rebrand while the site was being designed. Typography, colors, and patterns were still evolving, which created uncertainty early in the process. Rather than slow down, the system was designed to absorb those changes.
I focused on building modular layouts and components that could adapt as the brand took shape. Typography and color decisions were made with flexibility in mind, allowing updates to drop in without breaking the system or requiring redesign. Once the branding direction was approved, the updated visual elements integrated cleanly into the existing framework and the site launched on schedule.
Subtle details helped elevate the experience without drawing attention to themselves. Background tones were inspired by the sandy beaches of Sanibel, creating a soft, cohesive foundation that supports the content without overpowering it. Those choices helped the site feel grounded and intentional rather than overly designed.
The finished platform gave the destination a stronger storytelling framework for its islands, beaches, and neighborhoods while also improving engagement and time on site. More importantly, the system was designed to evolve with the brand rather than requiring another rebuild a few years later.
