Project 543
Digital Creative Director, UX LeadThe Challenge
Visit North Carolina wanted to reinvent one of its most ambitious content initiatives: 543 Things to Do in North Carolina.
The original concept had become an extensive collection of destinations and attractions, but the experience needed to feel more inspiring, more discoverable, and easier to explore across every device.
The challenge wasn’t organizing hundreds of destinations.
It was transforming a massive library of content into something people genuinely wanted to browse.
The Approach
Travel is emotional.
People rarely choose a destination because of a list of attractions. They choose places they can imagine themselves experiencing.
Rather than designing another directory, we approached Project 543 as an editorial experience. Large typography, immersive photography, thoughtful pacing, and responsive layouts encouraged visitors to slow down, explore, and discover places they might otherwise overlook.
Every design decision was intended to make planning a trip feel less like research and more like inspiration.
The Solution
I helped lead the concept, user experience, and creative direction for a completely redesigned digital platform that showcased North Carolina through story-driven content and modern responsive design.
The experience balanced beautiful editorial presentation with practical travel planning, giving visitors the inspiration to explore while making it easy to learn more, plan a visit, and discover nearby destinations.
The result was a platform that celebrated the diversity of North Carolina while giving Visit NC a flexible foundation for publishing future content.
My Role
- Digital Creative Direction
- UX Strategy
- Information Architecture
- Editorial Experience Design
- Responsive Interface Design
- Front-end Development Collaboration
- Creative Concept Development
What Made the Difference
The success of Project 543 wasn’t simply the number of destinations it featured.
It was making hundreds of stories feel approachable instead of overwhelming.
By combining editorial design with thoughtful user experience, the platform invited visitors to explore naturally while giving Visit NC the flexibility to continue growing the experience over time.
Field Notes
The best travel experiences begin long before someone packs a suitcase.
They begin with curiosity.
Good design doesn’t just help people find information. It helps them imagine what’s possible.
https://project543.visitnc.com/
