El Paso Streetcar Microsite Design

Role: Lead Designer and Creative Direction (Hello Amigo)
Team: Creative Direction: Lisa Chavira | Copywriting: Angie Kimmel | Development: Brandon Silverstein

Overview

After launching the CRRMA website, we partnered with the organization to create a dedicated microsite celebrating the return of the historic El Paso Streetcar. Originally introduced in 1881, the streetcars served the city for more than 90 years before being discontinued in 1974. In 2015, following feasibility studies and federal funding approval, the streetcars were officially approved to return to service.

The microsite was designed to honor the legacy of the streetcars while clearly communicating the story of their restoration and return to downtown El Paso.

the Experience

We designed a timeline-driven microsite that guides users through the history of the El Paso Streetcar from 1881 to 2018. The experience blends archival photography with modern visual storytelling to connect past and present.

The site features:

  • Historic streetcar photography sourced from the El Paso Public Library

  • Large-format photography celebrating the restored streetcars

  • Illustrations and custom icons to support educational content

  • A scrollable timeline experience highlighting key milestones

  • A color palette aligned with the newly branded El Paso Streetcar

The goal was to create an experience that felt informative, civic-minded, and visually engaging for the community.

My contributions

I led design and creative direction for the microsite, shaping the overall visual language and user experience. This included:

  • Visual identity integration using the new El Paso Streetcar brand palette

  • Timeline layout and information hierarchy for clear storytelling

  • Art direction for historic and modern photography

  • Illustration and icon system to support educational content

  • Responsive layouts optimized for desktop and mobile

I collaborated closely with:

  • Angie Kimmel on content structure and storytelling

  • Brandon Silverstein on Webflow development and interaction design

  • CRRMA stakeholders to ensure historical accuracy and clarity

Together, we created a digital experience that balanced heritage, civic pride, and modern design.

Impact

The microsite became a key public-facing storytelling platform for the streetcar relaunch, helping the community understand the history, restoration, and future of one of El Paso’s most beloved landmarks.

The project strengthened CRRMA’s public engagement efforts and provided a lasting digital archive celebrating a major civic milestone for the city.