How do you portray an idea in code? When the Ontario’s Highlands Tourism Organization (OHTO) asked us to help them translate its new brand ‘Come Wander’ to a website, the challenge was to convey the concept of wandering to the web.
The Come Wander brand focuses on the idea that purposeful wandering that can calm the mind, soothe the soul, and invigorate the body. The brand focuses heavily on storytelling, and OHTO wanted a website that would reflect the brand, immerse visitors in the wandering mindset, and use strong visual cues to help tell stories.
The focal point of the website is the five wandering personas—Freedom Finder, Creative Cruiser, Rustic Roamer, Serenity Seeker, and Memory Maker. The first-time visitor is presented with an interactive game to determine which of the five personas best suits his or her personality, and how best to wander.
From a user experience perspective, our team had to balance discoverability of content with purposefully leading users down a path that best suits their personality. A completely custom WordPress theme was built to accommodate the user flow of the five personas, along with other content types such as experiences, regions, and local stories.
The design of the website uses movement and layering to create depth and simulate the experience of wandering.
Stories tie the entire experience together with large, vibrant images and a focus on the experiences of real people on their own wandering journey.
From an administrative standpoint, several different types of content are integrated into a customized WordPress CMS to allow stories from any source to populate multiple sections of the website with just a few clicks.
The development of a website that both looks seamless on the front end, and is easy to use and intuitive on the back end, was the result of the expertise of our talented, multi-disciplinary team, and was inspired by the highly-creative brief presented by OHTO.
Templates are a dime a dozen on the web, but a custom experience built not only to function well, but to invoke a specific feeling with the user, is not out of reach.
Contact 76design and let the dreaming begin.How can we help you?