Destination Melbourne

Destination Melbourne is a leading independent tourism body for Melbourne, which works with operators to capitalise on opportunities to improve the experience and service offering to visitors.

Destination Melbourne approached us to develop an updated website that reflected Melbourne as a destination — vibrant, creative and fresh — and showcased the new brand style and direction.

The previous website fell short of being the key communication tool for businesses that Destination Melbourne aspired for it to be, and their audience did not visit the site on a regular basis as content was not often changed or refreshed, partially due to limitations of how information is displayed. The CMS did not allow for the flexibility to upload content and imagery in an engaging way.

The website needed to highlight the experience of Destination Melbourne and expertise to prospective members/operators, with considered UX, clear branding, and product offering — with regularly updated events at the forefront.

With new events being added regularly, the website needed to be easily updated by an internal team and offer a flexible range of content modules within the CMS. Without always having access to high-quality images, the design needed to be able to work just as well with images as without.

“From the initial planning meeting to the launch of our new website, Evolution 7 were exceptional to work with.

Our timeframe to launch was very tight and the E7 team worked tirelessly to ensure we met our deadline – the whole process and the result was fantastic” Lucy Temple-Smith, Corporate Communications Manager

The project was strategy led, leveraging insights and expertise to ensure the digital presence, assets and website were focused on delivering value to users and to Destination Melbourne.

By doing a deep dive into the heart of the project and understanding the needs of users, we were able to craft the information architecture to suit, and develop the site through an iterative process, from IA through to wireframes, visual designs and finally the end build.

Behind the scenes, a comprehensive digital launch strategy including integration with Google Analytics, Google Webmaster Tools, custom event and goal tracking, and search engine optimisation ensured minimal traffic disruption and established a solid base for ongoing digital marketing efforts.

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Vibrant colour blocks, strong typography and elegant composition help tie design elements together.


Easy-to-use content management tools streamline publishing and delivery, driving dynamic content on the website with ease.

Craft CMS was chosen for its highly intuitive interface and powerful customisation features, including allowing users to simply drag and drop images and media to each page of the website.

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While working to follow the style guidelines as closely as possible, our design team provided recommendations to optimise for digital across a range of devices.


The rich "megamenu" navigation allows for easy visualisation of all key aspects of the website.

Strong calls-to-action and flexible advertising spaces were an important consideration for Destination Melbourne. One example is the additional area developed into the menu to allow for relevant events to be highlighted alongside the standard child pages.


‘Visitability’ is a core focus of Destination Melbourne. This flexible module allows for different types of content to be displayed, including quotes, events and case studies.

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Events are at the heart of Destination Melbourne. Easy event integration in the backend, and fuss-free booking at the frontend, provides a seamless experience at every stage.

The end result was a fully responsive and engaging website with a compelling user experience that displays beautifully across all platforms. The user-focused design evolved from considered information architecture, providing logical pathways to the most important information and enables key messages to be delivered with speed and fluency to target audiences. The design is vibrant, and striking - strong use of colour and typography, as well as evocative imagery.

“We could not be happier with the outcome of our website redevelopment project with Evolution 7.

The website’s clear, clean design and effective use of our new brand elements are outstanding.” Laura Cavallo, CEO

Update: 22/10/2019 - Unfortunately Destination Melbourne wound down as an organisation in 2019 so the website is no longer live.

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