In my role as production director and lead project manager, I managed a cross-functional team to create a new, simplified, interactive environment for the Biltmore Estate in Asheville, North Carolina. The site architecture was redesigned to consolidate information streams, tailor the user experience for new visitors and entice previous/existing guests to explore more of the site.
Unique design elements and customized, omnipresent calls to action gave each section an independent voice – while still achieving brand consistency across the site.
To enhance visual storytelling and streamline the user experience, a significant portion of legacy text was replaced with images and videos. Page volume was cut by 62% through editing and message consolidation. The end result was a lighter site with quicker, more consistent messaging.
With our content strategy in place, we procured, customized and populated a new content management system. The scalable platform enables over 50 Biltmore employees to efficiently publish copy, images, videos and more to keep content perpetually fresh and relevant.
