Washington DC.
Beyond the monuments
Designing a website for Washington, DC comes with a certain amount of pressure. The city carries enormous historical weight, draws international visitors year round, and contains more museums and landmarks than most destinations could ever hope for. The challenge was capturing that significance without letting the experience feel overwhelming.
The volume of content was substantial, from neighborhoods and attractions to events, dining, and editorial content. Rather than presenting everything at once, the design focused on creating a more curated and approachable experience, helping visitors and locals navigate the city with confidence.
DC also required a different tone than other destinations. With a global audience and a strong sense of credibility tied to the city, the design needed to feel trustworthy and refined without becoming overly formal or institutional.
To manage that balance, the layout leaned into an editorial approach. Typography played a central role in establishing hierarchy and tone, while large photography and modular content blocks created clear entry points into neighborhoods, events, and experiences. This structure made the site easy to scan while still encouraging deeper exploration.
There was a conscious effort to avoid a “government site” feel or leaning too heavily on monuments alone. Highlighting neighborhoods became a key part of the experience, giving the city dimension beyond its landmarks and helping visitors connect with its local energy.
The project gained strong momentum after the style guide presentation was approved without changes, allowing the team to move quickly into full design. The final platform delivered a flexible system that balances history, culture, and usability, giving the tourism board a scalable foundation that continues to evolve with the city.
