Visit 128 is a tourism destination project created jointly by Napa, Yolo, Mendocino and Sonoma counties. The beautiful stretch of scenic road stretch from Yolo County in the Sacramento Valley, through the hills and valleys of Napa and Sonoma, to coastal Mendocino, Highway 128 will take you to Michelin Star restaurants, World Class wineries, and California Redwood hiking. We were hired to brand the route and working off of the tagline “wine to waves” we created an identity unique to the off the beaten path experience.
From content strategy, messaging, voice, logo, website, photography and more: the comprehensive from scratch design is geared to allow online visitors to get a sneak peak into the beautiful scenery and impressive points of interest lists along the highway.
The identity system created for the project has a hand crafted, high energy feel that translates well for the active tourists that the route will attract. The classic highway sign shape is represented and the natural color palette was inspired by the drive including the golden yellow of the hills, rich wine tones, and ocean blues.
The responsive microsite has modules for each county to relay their specific content, as well as fact sections, an interactive map, social media integration, and newsletter sign ups. One of our favorite parts of the website is the photography — high quality visual and written content goes a long long way in making a site look top notch!
Capturing images along the road was a big part of the project. Many tourists are not aware of how scenic and remote parts of the route are. One of the secondary taglines “Take the Scenic Route” pushes this distinction and offers tourists another way of seeing wine country that gets you off the busy freeway.