The Florida Keys & Key West.

A digital escape

This redesign puts the easygoing, sun-drenched charm of the Keys front and center. Instead of a traditional tourism layout, the experience leans into an editorial approach that feels closer to flipping through a high-end travel magazine than browsing a typical destination website. Large-scale photography and immersive layouts create a sense of place immediately, letting the islands’ irreverent personality lead the story.

That editorial direction wasn’t just a visual choice. It shaped how the entire experience was paced, with fewer interface elements, less traditional navigation clutter, and a stronger emphasis on storytelling through imagery, layout, and voice. The goal was to let content take the lead without losing the structure needed to keep the site usable.

Behind the relaxed tone was a fast timeline and a complex challenge. The client needed a complete redesign built on an existing brand and launched in just four months. I led the creative process from the initial discovery session through design, using a single, fully realized concept early on to align the team quickly and avoid long approval cycles. That early trust set the tone for a focused, efficient process.

Because the site needed to evolve with the destination, I designed a flexible system of modular components that could support new content, campaigns, and future updates. Even within an editorial framework, structure remained critical, ensuring the experience stayed clear and scalable as content grew.

The homepage is where everything came together. The pacing of content, the balance of imagery and type, and the tone of voice all worked together to create something that felt distinctly Florida Keys. The copy in particular leaned into a more tongue-in-cheek, offbeat voice, reinforcing the destination’s personality in a way that felt natural rather than forced.

The result is a digital getaway that captures the Keys’ character while still delivering a clear and usable experience. The platform gave the marketing team a flexible foundation for storytelling, all while maintaining a strong sense of identity.

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