When Arrowtown Promotion and Business Association approached us, it was clear that their digital presence needed an overhaul.
Arrowtown.com, the town’s primary online gateway, no longer reflected the vibrancy or unique character of this historic destination. Outdated in both functionality and design, the site was underutilised by local businesses and failed to capture the rich diversity of experiences Arrowtown offers to visitors. The challenge was to create a dynamic, user-friendly platform that would celebrate Arrowtown’s charm, support its business community, and meet the evolving needs of its audience.
Our journey began with an in-depth discovery session, during which we explored Arrowtown’s identity, culture, and aspirations. Arrowtown is more than just a picturesque old gold-mining town; it’s a community-driven hub of arts, culture, food and outdoor activities, with a strong focus on sustainability and heritage. The town’s values of warmth, inclusivity, and connection became the foundation for our strategic framework. We envisioned a website that would not only inform but inspire—a digital extension of the town itself.
The rebuild was about more than aesthetics; it was about functionality, community, and storytelling.
The insights we gathered highlighted key areas for improvement. The old site’s cumbersome design discouraged local businesses from engaging with it, and its outdated interface didn’t do justice to Arrowtown’s diverse offerings. Visitors, drawn to the town for its history, natural beauty, and boutique experiences, needed a seamless way to plan their trips and discover what makes Arrowtown so unique. Our goal was to create a platform that served both audiences equally well, with robust features for business members and a welcoming, intuitive experience for visitors.
We designed the new Arrowtown.com to be visually captivating while easy to navigate. The updated site highlights the town’s seasonal appeal, showcasing how Arrowtown comes alive throughout the year. Visitors can now explore detailed information about trails, events, and local businesses, with the ability to toggle between seasons to plan their trips more effectively. For locals and business members, we introduced a user-friendly content management system and a dedicated portal, giving them better access to tools, data, and promotional opportunities.
The new website tells the story of Arrowtown through thoughtful design and engaging content. By incorporating a warm, welcoming tone of voice, we ensured that every visitor feels a connection to the town’s community spirit. The platform is also optimised for dynamic content and robust SEO, broadening its reach and positioning Arrowtown as a must-visit destination for both domestic and international travellers.
The new Arrowtown website is a celebration of everything the town represents.
It’s a platform that supports local businesses while inviting visitors to immerse themselves in the charm and character of this special place. From its focus on seasonal experiences to its enhanced functionality for members, the website is as dynamic and engaging as Arrowtown itself.
For us at Whitelaw Mitchell, this project exemplified our approach to digital design: strategy-led, user-focused, and deeply collaborative. The result is more than just a website—it’s a digital gateway that reflects the heart of Arrowtown, fostering connections and enriching the experiences of all who visit.
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They just understood the vision we were trying to achieve as well as the complex nature of a site that had to perform for both our visitors and our members and delivered beyond our expectations, we’re extremely delighted with the end result.
Nicky Busst