Making the Smallest State Feel Big Online

Project Overview

Rhode Island may be the smallest state in the country, but the opportunity was anything but small. The destination offered travelers, meeting planners, and business audiences everything they look for: coastal beauty, culture, food, history, personality, accessibility, and a strong sense of place.

StudioVald developed web concepts to move beyond outdated perceptions of Rhode Island as small, quiet, or limited, and to reposition the state as a destination with big energy, rich experiences, and fresh reasons to take another look.

Concept and Creative Direction

For the “Go Big” concept, StudioVald turned Rhode Island’s size into the campaign’s greatest advantage. The idea used bold imagery, playful language, and an oversized attitude to position the state as a place for big adventures, big memories, big personality, and big business potential.

For the “Fresh” concept, StudioVald applied a more polished, modern lens to the destination. Centered on the message “Get a New POV,” the direction made Rhode Island feel renewed, stylish, and inviting, while delivering a clean digital experience that inspires discovery, planning, and action.

Outcome

Together, the concepts demonstrated how smart web design and campaign thinking can do more than organize content. They can reshape perception, sharpen a destination’s story, and make even the smallest state impossible to overlook.

Role

Concept development, campaign messaging, copywriting, web concept development, and digital creative direction.