Discover Salt River

DSR Tourism Website

Discover Salt River, a DMO client, requested a website redesign to refresh their branding and better capture the destination’s vibrant culture. To achieve this, I incorporated bold, saturated colors and dynamic imagery inspired by the community’s rich heritage. The design uses playful, yet clear interactive elements to engage visitors while maintaining an intuitive layout for easy navigation. Organic patterns and shapes subtly reference traditional art, grounding the modern look in cultural authenticity. This approach creates a lively, welcoming experience that invites exploration and reflects the spirit of Salt River.

Scope of Work

Website Redesign

Led design for Discover Salt River’s tourism, news, and government sites, building trust and securing account with client.
Skills used

Hard and Soft Skills

Creative Concepting | Ui/x research and design | Stakeholder Communications

Website Redesign

Transitioning Into a New Light

Discover Salt River needed a refreshed website that better reflected the destination’s vibrant culture. I carried their brand forward using bold color, dynamic imagery, and clear interactive elements that make the experience lively yet intuitive. Subtle organic patterns nod to the community’s heritage, creating a modern design grounded in authenticity.

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*For an express path, take a peek at the current site linked below

Take a peek

Results

183.9%

increase in total users

5.0%

increase in engaged sessions

157.4%

increase in sessions

The Challenge

Discover Salt River’s existing website lacked the energy and cultural depth needed to represent the destination’s vibrant identity. The branding felt dated and failed to capture the spirit of the community or its rich heritage. Additionally, the user experience was limited, with minimal interactivity and an uninspiring layout that didn’t encourage exploration. These challenges created an opportunity to reimagine the site as a more dynamic, authentic, and engaging digital experience that truly reflects the essence of Salt River.

Research & Analysis

The research and analysis phase combined both data-driven insights and collaborative client exploration. Using SEO programs such as SearchScope and MarketLens, we analyzed keyword performance, audience behavior, and competitive positioning to better understand how users were engaging with destination content online. This was paired with tools like VisitorView and BrandPulse to assess market trends and consumer interests within the travel and tourism space. Alongside these analytics, we worked closely with the client through web, content, and design briefs to identify their goals, challenges, and desired brand direction. Together, this research laid the foundation for a clear, strategy-informed design approach tailored to the Discover Salt River brand.

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Solution & Design

Discover Salt River, a DMO client, requested a website redesign to refresh their branding and better capture the destination’s vibrant culture. To achieve this, I incorporated bold, saturated colors and dynamic imagery inspired by the community’s rich heritage. The design uses playful, yet clear interactive elements to engage visitors while maintaining an intuitive layout for easy navigation. Organic patterns and shapes subtly reference traditional art, grounding the modern look in cultural authenticity. This approach creates a lively, welcoming experience that invites exploration and reflects the spirit of Salt River.

Take a peek

No items found.

Research & Analysis

The research and analysis phase combined both data-driven insights and collaborative client exploration. Using SEO programs such as SearchScope and MarketLens, we analyzed keyword performance, audience behavior, and competitive positioning to better understand how users were engaging with destination content online. This was paired with tools like VisitorView and BrandPulse to assess market trends and consumer interests within the travel and tourism space. Alongside these analytics, we worked closely with the client through web, content, and design briefs to identify their goals, challenges, and desired brand direction. Together, this research laid the foundation for a clear, strategy-informed design approach tailored to the Discover Salt River brand.