Photo + Video
To highlight the vibe that makes Woodstock so popular - vibrant, rooted, warm, and human - we chose to focus our media toward introducing a few of the folks who call Woodstock home. Business owners, foodies, makers, outdoorsy adventurers.
We shot photo and video concurrently over the course of several days to capture content for use in telling individual stories, as well as in producing an evergreen brand film and a few video backgrounds for placement on web.
The resulting assets fuel an ongoing campaign that invites others to share their Woodstock stories, further reinforcing local energy as inclusive, interactive, and organic.
Messaging
We recognized early on that our messaging and copy needed to feel as unique and memorable as Woodstock itself.
In order to mirror the area’s welcoming energy, we adopted a friendly, vibrant voice, sprinkling in just a pinch of regional slang and hometown humor to convey a sense of place.
Web
In keeping with the warm, human energy of our photo and video content, we developed an all-new design system for web. The primary goal was a simple UI that felt friendly and easy to use.
We also implemented three new funnels to address our three main demographics - families, solo explorers, and business reps. Other notable features included zero code development for easy content management by client, development of a script used to display events managed in a separate system, and perfect scores across the board on load speeds, SEO, and general performance according to recognized assessment tools.
