Colonial Williamsburg Explorer
Famous for its restored buildings and costumed interpreters, Colonial Williamsburg is one of the largest living history projects in the country, attracting thousands of tourists every year.
How do you give a modern audience the wayfinding convenience they expect without detracting from the authenticity of the historical experience? Our creative strategy was to allow visitors to “be present,” spending less time on screen and more time engaging with the unique 18th century environment. For instance, the app allows visitors to locate famous costumed interpreters at any given moment, and suggests talking points to help spark meaningful conversations.
In designing the visual style, we aimed to pay homage to the American heritage through typography and color choices, while avoiding being overly obvious. Rather than creating a caricature of an old era, the goal was to make the experience feel authentic and immersive.
App analytics comparing the new to the old app (exactly one year back) indicate that total users increased by 183% and average session length increased by 42%.
