Bringing history
into focus

Gettysburg Foundation

Design Strategy Branding

The Gettysburg Foundation oversees the Gettysburg National Military Park Museum & Visitor Center. It’s the best place to start when planning your visit to the battlefields of Gettysburg.

PROBLEM

With modern media and attractions as fierce competition, appeal to a new generation of visitors and members.

APPROACH

Amass expert working knowledge of the organization, its audiences and the broader industry. Examine friction points and engagement opportunities.

SOLUTION

Re-architect a website to create a compelling experience that informs, excites, and allows potential visitors to plan their visit to Gettysburg.

A modern window into the past

We examined national parks, recreation, and other historic sites’ web presence. In addition, in-depth interviews with key stakeholders offered insights into current pain points for visitors and staff alike.

Our goal was to update the Foundation’s web presence to better serve a new generation of visitors and in doing so, better connect them to the dramatic, yet factual, nature of American history that occurred there. A coinciding reinvigoration of the brand set the stage for additional upgrades to technology and outreach.

Initial Style Tiles to explore typography, color, photography moods

A strategic path

We focused on creating a seamless UX experience that could rival any other national landmark. Thematically we took up the challenge of communicating such a storied piece of our history in a way that could pique newfound interest from Millenials and Gen Z.

Plan, design, engage

In addition to reinvigorating the strategic and visual approach to drawing our audience, we also created a cohesive and extensible design system that served as a foundation for everything from an e-commerce store, to an interactive visitor guide to editorial and educational content.

We created an interactive tour planner, an upgraded ticketing experience, and a VIP “Friends of Gettysburg” portal.

Revamped and reinvigorated

The revamped user experience not only addressed a broad range of stakeholder and audience pain points, it provided a frictionless avenue for introducing a new generation to the Foundation’s reinvigorated brand, and most importantly, our shared heritage and history.