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Fort Worth, TX

Website Redesign Recap

Here’s where the magic of the modern west came together. These design elements brought Fort Worth’s bold new vibe to life, blending heritage with modern flair and turning the city’s story into a scroll-worthy experience. The redesigned site targeted regional travelers, out-of-state visitors, culturally engaged younger audiences, and locals alike. From punchy visuals to intuitive layouts, every screen was designed to feel fresh, inspiring, and totally Fort Worth.
The Unexpected City brand logoWoman on horse near Fort Worth SkylinePicture of laptop on credenzaMobile comps of the Fort Worth Homepage redesignIllustrative map of Fort WorthMobile view of Fort Worth listing pageLaptop with Fort Worth website open, sitting on green couch.Outside of Bass Performance Hall in Fort Worth, TXA couple walking through Fort Worth's nightly hotspot.

Reimagining The Modern West

The Fort Worth website redesign successfully blends tradition with innovation, honoring the city's Western roots while embracing its evolving identity as a modern creative hub. Through thoughtful UX, dynamic storytelling, and a refined visual system, the new site invites visitors and locals alike to explore the Unexpected City.

More than a redesign, it is a bold new platform for connection, discovery, and growth capturing Fort Worth’s spirit today and setting the stage for its future.

Still have questions?

I would love to answer them! Feel free to reach out anytime and I'll be sure to get back to you.
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Q: Why did Visit Fort Worth need a redesign?

The old website functioned more like a directory than an experience. It lacked the city's energy, personality, and cultural richness. I set out to create something more human, emotionally resonant, and representative of Fort Worth today.

  • Streamlined navigation made exploration intuitive and fast.
  • Mobile-first layouts ensured smooth performance across all devices.
  • Story-driven design positioned Fort Worth as an unexpected creative hub.
  • Clear engagement paths drove event signups, visitor downloads, and social sharing.
Q: Who was the target audience for the redesigned site?

The site was designed to resonate with a younger audience and a wide range of visitors from local champions to out-of-state explorers. I prioritized flexible content and navigation that served:

  • Regional travelers from Houston, Austin, San Antonio, Waco, and Oklahoma City
  • Dallas-area visitors seeking concerts, festivals, and weekend escapes
  • Out-of-state tourists drawn by Fort Worth’s arts, food, and heritage
  • Locals looking for events, things to do, or city pride content
  • Event-goers attending rodeos, sports games, or seasonal festivals
Q: What was your design approach?

I followed their five core principles: modernize the brand, improve usability, design mobile-first, guide engagement, and tell a broader Fort Worth story. Everything was built to scale, adapt, and inspire.

I introduced emotional visuals in the hero, added a robust events collection, created an interactive itinerary tabs, produced a stylized district map, included dynamic content modules, and incorporated a live social feed. Each decision was rooted in making the experience feel immersive and culturally relevant.

Q: How was the design system developed to support the brand?

I built a flexible design system grounded in accessibility, local flair, and scalability. It included an Art Deco-inspired decorative elements, warm color palette, subtle paper textures, bespoke illustrated graphics, modern line work icons, and modular components for future marketing needs.

Q: How did you structure the content hierarchy on the homepage, and why?

The homepage was designed to guide users through Fort Worth's story in a natural, emotionally engaging flow. I prioritized content based on user behavior data, stakeholder goals, and mobile usability:

  • Hero section to introduce the brand evolution
  • Seasonal events to prompt engagement
  • Itinerary tabs for self-directed exploration
  • Featured stories for deeper discovery
  • Illustrated map for spatial context
  • CTAs and social content to convert and connect
Q: What role did storytelling play in your content structure?

Storytelling informed both layout and flow. I treated each section like a chapter, starting with Fort Worth’s shift in identity and ending with local insights and user-generated content. This helped users feel like they were discovering something personal and meaningful.

Q: What kind of impact did the website redesign have?

The new site repositions Fort Worth as an unexpected creative destination without losing touch with its roots. The experience is now accessible, scalable, and rich in personality—making it worthy of a Gold Marcom Award.

  • Stronger emotional engagement and cultural relevance
  • Flexible framework for seasonal campaigns
  • Positive early feedback from stakeholders and internal teams

The client's reaction after the prototype presentation...

“ If we had one word to describe this, it would be—DOPE. ”

Tom Martens, Vice President of Creative, FiIm & Music

Fort Worth, TX
Before the Redesign: UX & UI Challenges

During our discovery session with Visit Fort Worth, several usability and engagement pain points emerged defining clear priorities for the redesign.

  • Cluttered navigation led users to rely on the search bar instead of natural browsing.
  • Buried key actions like Events, Blog, and Interactive Map limited engagement.
  • Outdated visual tone leaned too heavily on dusty Western themes.
  • Mobile issues created a clunky, inconsistent experience across devices.
  • Low accessibility due to poor color contrast and font legibility.
  • Weak engagement pathways for newsletters, visitor guides, and social sharing.
  • Missed storytelling around Fort Worth’s creative, evolving identity.
  • Fragmented iconography failed to showcase city brand pillars like Film, Music, and Sports.
  • Static map experience didn’t celebrate the diversity of Fort Worth’s districts.
Connecting with Fort Worth’s Evolving Audience

The redesigned site targeted regional travelers, out-of-state visitors, culturally engaged younger audiences, and locals alike. Fort Worth aimed to grow tourism by showcasing major events, sports, and its evolving identity as a creative, modern city grounded in Western roots.

  • Regional travelers from Houston, Austin, San Antonio, Waco, and Oklahoma City.
  • Dallas-area visitors for concerts, weekend getaways, and events.
  • Out-of-state travelers from Los Angeles, Chicago, Denver, and Nashville.
  • Locals who influence visitor behavior through engagement and excitement.
  • Sports fans attending major events like rodeos, football games, and tournaments.
  • Event-based visitors tied to festivals, rodeos, and major city celebrations.
“ We'd like to move away from the "dusty Western town" image and appeal to younger, culturally engaged audiences, foodies, art lovers, music fans. ”— Visit Fort Worth Team, Discovery Meeting
Refreshed Styleguide & Mobile Homepage
Fort Worth, TX
Fort Worth, TX
How We Merged Fort Worth's Tradition and the Modern West

Partnering with Fort Worth’s creative team, we reimagined the site as a bold, user-focused platform for modern storytelling. Drawing inspiration from Hotel Drover and the city’s Art Deco style, the new design mixes muted colors, rich textures, and handcrafted details. Dynamic content modules, an interactive district map, scalable branding, and accessible UX bring Fort Worth’s evolving spirit to life for locals and visitors alike.

  • Streamlined navigation made exploration intuitive and fast.
  • Content hierarchy prioritized Events, Blog, and Interactive Map at the forefront.
  • Modern Western design blended heritage with sophistication.
  • Mobile-first layouts ensured smooth performance across all devices.
  • Accessible color palette and typography improved readability for all users.
  • Clear engagement paths drove event signups, visitor downloads, and social sharing.
  • Story-driven design positioned Fort Worth as an unexpected creative hub.
  • Custom icon set highlighted Fort Worth’s key industries and personality.
  • Dynamic, district-focused map enhanced local discovery and pride.
Refreshed Listing and Detail Pages
Fort Worth, TX
Fort Worth, TX
Refreshed Blog Homepage
Fort Worth, TX
Capturing Fort Worth’s Spirit, Elevating Its Future

The Fort Worth website redesign successfully blends tradition with innovation, honoring the city's Western roots while embracing its evolving identity as a modern creative hub. Through thoughtful UX, dynamic storytelling, and a refined visual system, the new site invites visitors and locals alike to explore the Unexpected City. More than a redesign, it is a bold new platform for connection, discovery, and growth capturing Fort Worth’s spirit today and setting the stage for its future.

“ This is so great. Very, very cool. If we had one word to describe it, it would be—DOPE. ”— Tom Martens, Vice President of Creative, Visit Fort Worth
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Award Ribbon iconLivingston County, New York
2022 - Website Redesign, Webflow

Livingston County, New York

View Prototype
2023 Internet Advertising Competition: Outstanding Website, 2023 WebAward Competition: Outstanding Website, 2023 Communicator Award: Award of Excellence, 2023 dotCOMM Awards: Gold, 2023 Hermes Creative Award: Gold, 2023 Davey Awards: Gold, 2023 AVA Digital Award: Gold
Award Ribbon iconHuntington Beach, California
2023 - Website Redesign, Webflow

Huntington Beach, California

View Prototype
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2024
Gold Ribbon Icon to represent as Award Recipient

Fort Worth, TX

As the lead visual designer for the Fort Worth, TX website redesign, we transformed the city's digital presence to reflect its brand evolution: The Modern West. The previous site was content-heavy, visually outdated, and difficult to navigate, especially for older audiences and first-time visitors. My challenge was to streamline the user experience while capturing Fort Worth’s unique blend of western heritage, artistic flair, and modern energy.

Project Build:

  • Services: Website Redesign, Interactive Thematic Map, Blog, Microsites
  • Design Process: Client Discovery > Design Introduction > High-Fidelity Prototypes
  • Collaborators: Customer Success Consultant, Project Manager, Creative Lead, Lead Developer(s)
  • Role: Lead Designer
  • Design Tools: Figma, Adobe Illustrator, Adobe Lightroom, Adobe Photoshop
  • Project Timeline: Oct 2023 - Feb 2024

Awards:

  • 2024 Gold Marcom Awards
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Surf City USA, Huntington Beach, CA
Surf City USA, Huntington Beach, CA
Before the Redesign: UX & UI Challenges

Before the redesign, the Huntington Beach website faced several challenges that limited both user experience and brand impact. The site struggled with outdated visuals, scattered content, low engagement tracking, and accessibility gaps, all of which made it harder to reflect the vibrant, laid-back spirit of Surf City USA. These issues highlighted the need for a more modern, streamlined, and user-focused platform to better serve both visitors and locals.

  • Content overload made navigation confusing and redundant.
  • Outdated branding no longer matched their evolving Surf City identity.
  • Low user engagement with no deeper tracking beyond page views.
  • Cluttered CMS with outdated or unused modules.
  • Accessibility gaps in font contrast and ADA compliance.
  • Messy navigation that over-relied on search instead of clear pathways.
  • Heavy, inconsistent graphics that distracted from the user experience.
  • Buried calls-to-action for eNewsletter signups and visitor guides.
Bringing Surf City USA to Life: Prototype Highlights

During the prototype presentation, we unveiled a series of design updates crafted to reflect Huntington Beach’s vibrant identity. From a refreshed homepage and animated footer to dynamic social integration and an interactive regional map, every detail was designed to capture the spirit of Surf City USA. Our approach emphasized a cleaner, more intuitive user experience while honoring the laid-back coastal energy that defines Huntington Beach.

  • Homepage redesign featuring "Top Picks Surf City USA" and a streamlined booking section.
  • New tagline introduced: “Be Inspired, Be Connected, Be Here.”
  • Animated footer with Huntington Beach pier and surfer silhouettes.
  • Dynamic social feed with stronger hashtag integration.
  • Simplified navigation using Surf City–themed silhouettes.
  • Refreshed listings with a cleaner brand palette and updated visuals.
  • Redesigned events page highlighting “Happening This Weekend” events.
  • Improved mobile experience for hero images, sliders, and CTAs.
  • Subtle textures like waves and sand added for warmth and character.
  • Interactive map for regional exploration of key locations.
Seamless Journeys Across Every Page

The listings, detail, content, and events pages were thoughtfully designed to ensure a consistent user experience, blending playful visuals with clear functionality to keep visitors engaged at every step of their journey.

Surf City USA, Huntington Beach, CA
Surf City USA, Huntington Beach, CA
Surf City USA, Huntington Beach, CA
Surf City USA, Huntington Beach, CA
Capturing the Spirit of Huntington Beach

Huntington Beach's team described the prototypes as "outstanding" and said simply, "We're all smiling — that should tell you everything." The excitement in the room confirmed that the design not only captured their vision but also set the stage for a bold new era of Surf City USA. With momentum, collaboration, and creativity leading the way, the project moved forward with a clear and confident path.

" This is like... this is outstanding. I don't know what else to say. This is definitely the direction we're going. This is exactly what we were looking for — from a technical and aesthetic perspective. We simply love it!"
‍— Omark A. Holmes, Chief Marketing Officer, Surf City USA
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2023
Gold Ribbon Icon to represent as Award Recipient

Surf City USA, Huntington Beach, CA

We were brought in for the Huntington Beach redesign to modernize a beloved yet underperforming tourism site no longer aligned with the city’s polished, surf-forward brand. The goal was to elevate the digital experience to embody their signature vibe: a surfer stepping out of her Tesla in flip-flops.

Project Build:

  • Services: Website Redesign, Interactive Thematic Map
  • Design Process: Destination Immersion > Client Discovery > Design Introduction > High-Fidelity Prototypes
  • Collaborators: Customer Success Consultant, Project Manager, Creative Lead, Lead Developer(s)
  • Role: Lead Designer
  • Design Tools: Adobe Illustrator, Adobe Lightroom, Adobe Photoshop, Nikon D750
  • Project Timeline: Oct 2021 - Apr 2022

Awards:

  • IAC: Outstanding Website, WebAward: Outstanding Website, Communicator: Excellence, dotCOMM: Gold, Hermes Creative: Gold, Davey: Gold, AVA Digital: Gold
Live Prototype
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Livingston County, NY
Livingston County, NY
Before the Redesign: UX & UI Challenges

Before the redesign, LivCo’s site struggled to capture its evolving identity. It leaned heavily on outdated visuals, offered little storytelling, and lacked the energy needed to attract modern travelers.

  • Outdated Look: The site lacked a distinct visual identity and felt stuck in the past.
  • Limited Reach: Mostly appealed to local audiences, missing urban and weekend travelers.
  • Low Engagement: High bounce rates and short session times showed users weren’t staying.
  • Static Listings: Content was directory-style, without storytelling or visual appeal.
  • Hidden Highlights: Major events and attractions were buried instead of celebrated.
  • No Inclusivity Cues: The site didn’t signal LivCo’s welcoming, LGBTQ+ friendly spirit.
  • Missed Eco-Tourism Opportunities: Sustainability and farm-to-table efforts were underrepresented.
  • Underpromoted Craft Scene: Award-winning breweries and local food culture lacked visibility.
Wildly Authentic, Digitally Reimagined

The previous site was seen as “good enough” for too long. Our mission was to shift that mindset, creating a design that embraced outdoor recreation, food tourism, wellness, and rural lifestyle by transforming LivCo into a magnetic destination for weekenders, city escapees, and creative spirits alike.

Design-wise, we leaned into a playful “Low-Fi” grid style, quirky color combinations, and warm textures inspired by stickers, rustic signage, and a Wes Anderson-esque aesthetic that felt handcrafted and unexpected. The content strategy highlighted signature events like the NY State Festival of Balloons and the Hunt Race, while promoting hidden gems like local craft breweries, farm-to-table spots, and seasonal adventures. We prioritized flexible modules for storytelling (via the new “LivCo Stories” blog), an inclusive tone with LGBTQ+ business badges, and visual cues that emphasized sustainability and small-town authenticity.

A preview of the redesigned listing pages further showcased how each local experience was given a vibrant, editorial treatment. Every page reflected a deeper message: Come as you are, there is space for you here. The end result is a youthful, visually rich platform that makes rural feel relevant and sets the tone for LivCo’s next chapter as a destination on the rise.

Livingston County, NY
Bringing LivCo to Life: In Every Detail, On Every Device

The detail page design captures LivCo’s spirit with warm textures, playful layouts, and easy-to-digest storytelling. Every listing feels personal and inviting, encouraging exploration across categories like outdoor activities, dining, and hidden local gems. On mobile, the redesigned homepage ensures the same vibrant experience translates seamlessly, balancing bold visuals with quick access to itineraries, events, and local highlights. We also included micro-interactions within their footer creating lively hover animations for the call-to-action elements. Whether browsing at home or on the go, LivCo feels close, accessible, and ready to welcome all.

Livingston County, NY
Livingston County, NY
Setting the Stage for LivCo’s Next Chapter

Through a bold redesign and a reimagined content strategy, LivCo’s website now invites visitors to discover the charm of rural New York with fresh eyes. Every element, from playful layouts to mobile-first storytelling, reinforces the message that adventure, authenticity, and community await just beyond the city limits. The new platform does not just promote tourism; it fosters a lasting emotional connection and helps LivCo grow into the welcoming, creative destination it was always meant to be.

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2022
Gold Ribbon Icon to represent as Award Recipient

Livingston County, NY

Livingston County’s redesign was just as much about storytelling as it was about structure. With a bold new visual identity in development, we partnered closely with their tourism and economic development team to craft a digital experience that honored their charm while reaching a younger, more progressive, and adventure-seeking audience.

Project Build:

  • Services: Website Redesign
  • Design Process: Client Discovery > High-Fidelity Prototypes
  • Collaborators: Customer Success Consultant, Project Manager, Creative Lead, Lead Developer(s)
  • Role: Lead Designer
  • Design Tools: Webflow, Adobe Illustrator, Adobe Lightroom, Adobe Photoshop
  • Project Timeline: Sep 2021 - Nov 2021

Awards:

Live Prototype
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Screenwriting TruthScreenwriting Truth
Paul Guyot during his first local author event at Stacks Book Club in Oro Valley, AZ.
Screenwriting Truth
Paul Guyot presenting at Stacks Book Club in Oro Valley, AZ
Screenwriting Truth
Kill The Dog — Book Cover Illustration & Design By Desi Aragon
SamCat: The Cat Does Not Need Saving — T-Shirt Design by Desi Aragon
SamCat: The Cat Does Not Need Saving — Illustration by Desi Aragon
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2022 - Ongoing

Screenwriting Truth

ScreenwritingTruth.com is an online platform crafted by renowned screenwriter Paul Guyot to provide essential insights and resources for aspiring and seasoned screenwriters. The website serves as a comprehensive guide to the art and craft of screenwriting, featuring insightful blog posts, in-depth articles, and a curated selection of resources. Visitors can also explore Paul Guyot’s book, Kill The Dog, which offers practical industry tips, explores current trends, and shares candid advice to inspire and support like-minded storytellers.

Project Build:

  • Services: Apparel Graphics, Book Cover Design, Brand Identity, Creative Direction, Photography, Website (CMS, Design & Development, E-commerce, Printful, Mailchimp)
  • Website Platform: Webflow
  • Design Tools: Adobe Illustrator, Adobe Lightroom, Adobe Photoshop, Nikon D750

Awards:

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Awesoos: The Photo Wranglers
Play Video — Awesoos: The Photo Wranglers debuts at The Arizona Taco Festival
Awesoos: The Photo WranglersAwesoos: The Photo Wranglers
Play Video — Awesoos: The Photo Wranglers debuts at Phoenix Comicon
Play Video — The Slow Motion Booth by Awesoos: The Photo Wranglers
Awesoos isometric graphic illustration of full floor plan of services
Awesoos: The Photo Wranglers
The Awesoos floor plan included three stations comprised of an area for props, photos, and prints.
Awesoos 7ft x 4ft mirrored productAwesoos Mini Adjustable Height Rig
The Awesoos proprietary hardware builds comprised of a 7x4 foot mirror (left) and a smaller height adjusting build (right).
Awesoos: The Photo Wranglers
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2012 - 2020

Awesoos: The Photo Wranglers

I co-founded and operated Awesoos: The Photo Wranglers, bringing unmatched energy and excitement to every event, making photo sessions irresistibly fun and memorable. It was known for capturing moments that were as lively as they were professional. Awesoos specialized in everything from festivals and comicons to charity events and weddings. The work celebrated the spirit of each occasion, creating visuals that were vibrant, engaging, and full of life. Awesoos wasn’t just a photography service; it was an addictive experience that made every event unforgettable.

Project Build:

  • Services: Branding, Marketing, Proprietary Hardware & Software Applications, Website Design & Development
  • Website Platform: Wordpress, Flickr, SmugMug
  • Design Tools: Adobe Illustrator, Adobe Lightroom, Adobe Photoshop, Nikon Cameras

Awards:

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Aikido Academy of Southern ArizonaAikido Academy of Southern ArizonaAikido Academy of Southern ArizonaAikido Academy of Southern ArizonaAikido Academy of Southern Arizona
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2019-2023

Aikido Academy of Southern Arizona

The Aikido Academy of Southern Arizona was a dedicated martial arts institution, offering in-depth training in traditional Japanese Aikido. Focused on physical and mental well-being, the academy provided a welcoming environment for students of all ages and skill levels. Led by skilled instructors, it offered a range of classes designed to enhance self-defense skills, improve fitness, and teach the core principles of harmony and non-aggression. The academy’s approach fostered personal growth, resilience, and a deep appreciation for the art of Aikido.

Project Build:

  • Services: Branding, Creative Direction, Photography, Social Media, Website Design & Development
  • Website Platform: Webflow
  • Design Tools: Adobe Illustrator, Adobe Lightroom, Adobe Photoshop, Nikon D750

Awards:

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"That's What Sushi Said" Food truck branding
The start of a branding identity for a food truck— That's What Sushi Said.
Shepard Fairy inspired illustration of Carl Sagan
For practice, I replicated Shepard Fairey's iconic graphic style for a Carl Sagan poster I gifted for a friend.
One-eyed fish creature in a bucket of water and a tentacled creature in a box
These were created for an educational book depicting certain parts of the learning process.
"NERDS 4r3 53xy" apparel design
This was a shirt design I created for a cosplay event. The shirts were given away as handouts for visiting the booth.
Paul Guyot: Screenwriting Truth - The cat does not need saving.
This is another t-shirt design I created to help promote Paul Guyot's screenwriting book— Kill The Dog.
Arizona Taco Festival and Awesoos Photo Backdrop
As one of Phoenix's popular annual events, I created this photobooth backdrop design for Awesoos.
Plant Your Wood Illustrative Bookmark concepts
This was an illustration created to promote a client's sustainability and eco-friendly product.
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2000 - Ongoing

Design & Illustrations

My illustration style has always leaned toward bold, visually impactful graphics. During my college years, I was inspired by the distinctive styles of Douglas Fraser and Mark Frederickson, specializing in Prismacolor techniques and mastering my Iwata Airbrush. Over time, I transitioned into digital vector applications and found inspiration in artists like Shepard Fairey, particularly his iconic Obama Hope poster. Now, I’m considering a return to my illustrative roots and exploring AI as a dynamic tool for ideation, using it to expand creative possibilities rather than as a means to create finished work.

Project Build:

  • Design Tools: Adobe Illustrator (Desktop +iPad), Adobe Photoshop, Wacom One 12, A Sketchpad & Pencil

Awards:

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A fantastic view down of the early afternoon fall landscape from the ski lift at Jay Peak Resort, Vermont.
Taken before the morning hustle during my stay at the Kimpton Shorebreak Huntington Beach Resort.
A lone mushroom nestled in its friendly neighborhood moss was captured during a hike up the Jay Peak mountain.
A single mushroom nestled among the friendly neighborhood moss on Jay Peak Mountain, Vermont.
The enthusiastic warm-up at the Tough Mudder USA event in Phoenix, AZ.
The enthusiastic warm-up at the Tough Mudder USA event in Phoenix, AZ.
Down the pipes and into the bog is one of the obstacle courses at the Tough Mudder USA event in Phoenix, AZ.
Down the pipes and into the bog at one of the many obstacle courses at the Tough Mudder event in Phoenix, AZ.
The moment framed within a heart shape before the official kiss to their right of marriage.
The moment framed within a heart shape before the official kiss to their right of marriage.
A boy and his dad near the Huntington Beach Pier in California.
A boy and his dad near the Huntington Beach Pier in California.
Gourmet Hawaiian-themed chocolates at a local dessert venue in Huntington Beach, California.
Gourmet Hawaiian-themed chocolates at a local dessert venue in Huntington Beach, California.
Element 119 performing at Gaslight Theater in Oro Valley, AZ
The keyboardist of Element 119 performing at Gaslight Theater in Oro Valley, AZ.
The third night of theblazing Santa Catalina Mountains was set off by a single lightning bolt.
The third night of the blazing Santa Catalina Mountains that was set off by a single lightning bolt.
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2011 - Ongoing

Photography

I have a passion for capturing candid, spirited moments that tell a story. My journey in photography began with the birth of my first child, inspiring me to document each special moment and milestone. As I continued refining my skills, I developed a natural eye for framing moments within the viewfinder, leading to rewarding opportunities beyond family gatherings. While I’m proficient with both Nikon and Canon, I typically shoot with Nikon to achieve my desired style. Take a moment to explore some of my most memorable shots and the stories they tell.

Project Build:

  • Website Platforms: Flickr, Smugmug
  • Design Tools: Adobe Lightroom, Adobe Photoshop, Nikon D750, Nikon 24-70mm 2.8, Nikon 70-200mm 2.8

Awards:

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For their last Webflow deliverable, as the Lead Designer, I provided an interactive thematic map created to mimic a diorama setting. We wanted to create a more exploratory approach for the user, which would lead to a few animated surprises on certain elements and more information on clicks.
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As the Lead Designer, I used Webflow to present Gatlinburg's style guide in this interactive format. This ensured that we understood their brand and direction. It also provided their team a hint of the motion design and interactions we intended on using during the prototype phase.
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The Gatlinburg team originally wanted to shoot drone footage video to zoom over the Smoky Mountains for use in their homepage hero. In return, as the Lead Designer, I created a more interactive experience simulating a user-based scrolling journey.
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Discover Southern Indiana
This is the map's default state. The chunky style of the POI icons followed their current brand, with each POI created from a compilation of reference photos. I chose the warmer brand color tones to draw attention and engagement to POIs that provided more information.
Discover Southern Indiana
Each town provided two types of mouse over states—a darker hover color for the town shape and a label hover for each active POI. When an active POI was clicked, it triggered this simple modal card layout (see below). This provided the user a summary leading to additional engagement within their website. Overall, the client was very pleased and also wanted to use it for their promotional tourism campaign print materials.
Discover Southern Indiana
Discover Southern Indiana
A brand new set of challenges were presented as we had to add three new northern towns (Owen, Monroe, Brown) and one more southern town (Perry) with thirteen new illustrative POIs. To keep the integrity of layout, we ensured to keep the semi-isometric perspective in place and carefully extended existing base map elements.
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2024
Gold Ribbon Icon to represent as Award Recipient

Discover Southern Indiana

This project was exciting and challenging. It required multiple bespoke linework illustrations for each point of interest (POI), and separating the active POIs from the decorative ones was another challenge. To accommodate the full scope of the towns and POIs, I conceptualized a semi-isometric map design, giving it a diorama appeal and enabling the layout to shrink in height significantly. The result was a bold and engaging visual element on the homepage.

Project Build:

  • Services: Interactive Thematic Map
  • Design Process: Client Discovery > High-Fidelity Prototypes
  • Collaborators: Customer Success Consultant, Project Manager, Creative Lead, Lead Developer(s)
  • Role: Creative Lead
  • Design Tools: Figma, Adobe Illustrator
  • Project Timeline: Jan 2024 - Feb 2024

Awards:

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Creating Visual Stories That Engage & Inspire Audiences Worldwide

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Desi Aragon

Animated waterfall foaming at the bottom.Animated waterfall foaming at the bottom.Animated cascading waterfallA beautiful purplish and orange sky during the golden hours of sunsetA photo of the Cumberland Falls, located in the Kentucky Wildlands.Rock formation in the foreground at Cumberland FallsMore rock formations in the foreground at Cumberland Falls

Introduction

Desi Aragon at Pier 7 Vista point in San Francisco, CA.

Creative Design & Storytelling

As a Sr. Digital Designer at Simpleview, I shaped digital experiences for destinations across North America and beyond. My work highlights the unique character of each location—from coastlines to historic sites—through visual storytelling and engaging design. Explore a selection of my latest award-winning projects to see how my designs connect and inspire audiences globally.

Embracing The Creative Flow

A Journey from Print to Interactive Pixels

After graduating from The Savannah College of Art & Design, I launched my career as an Editorial Graphics Artist in Jacksonville, Florida. Working on daily news infographics and illustrations for featured weekend stories was a thrill, especially knowing family and friends shared those experiences with me.
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As the digital world grew, I felt a draw westward, leaving behind the soothing comforts of the serene and endless East Coast shorelines for new opportunities in web design. Interestingly, I traded the ocean for Tucson's blazing sunsets and saguaro-lined horizons and found a home a mere three clicks away from our “Mountain Target.”
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Tucson, Arizona, has since become my remote creative hub, where I continue to flow with my creative curiosities. I've developed a passion for capturing candid moments, and whenever the opportunity arises, I revisit my illustration roots. Both of these ongoing pursuits have strengthened my emotional connections to my visual design projects.
‍Explore a handful of these candid shots  View a selection of my illustrative works
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Explore a handful of these candid shots
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View a selection of my illustrative works
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Photo by Nicholas Bartos - Unsplash

Endeavors

  

Beyond my work with travel destinations, I dive into various projects that fuel my ongoing creativity. From helping small business startups to tackling diverse creative ventures, I take a multi-disciplinary approach that has provided some of my most memorable and rewarding experiences in recent years.