West End Ghost Tours

I wanted to turn a neighborhood’s history into something people could explore without booking a live guide. West End Ghost Tours is a self-guided digital product focused on Portland, Maine’s West End.

Building the whole experience

Through Hatrack, I worked across the concept, audience positioning, historical storytelling, visual identity, website, and visitor experience. The product needs to make sense before someone buys it and while they’re out exploring, so the marketing and the experience have to fit together.

The project also includes the less visible work of digital distribution and direct-to-consumer marketing. It’s an early-stage business, and I’m still learning how people discover it and what helps them decide to try it.