Swim Creative, a Duluth-based branding and advertising agency, has earned a Silver Award in the General Websites: Tourism category at the 20th Annual w3 Awards for its redesign of the Paul Bunyan Scenic Byway Association’s website.
Presented by the Academy of Interactive and Visual Arts, the w3 Awards honor excellence in digital design, content, and experiences, celebrating agencies and independent studios shaping the future of online storytelling.
The Paul Bunyan Scenic Byway stretches 54 miles through central Minnesota’s lakes, trails, and small towns. The association sought a modern website that could reflect the byway’s cultural and natural appeal while improving navigation, visibility, and engagement opportunities.
Swim Creative delivered a fully custom site featuring rich visuals, storytelling rooted in Minnesota’s folklore, and an interface designed for both exploration and ease of use. The project also emphasized mobile-first design, search optimization, and user accessibility.
Key features include a responsive layout for all devices, SEO-boosted content spotlighting the byway’s state and national designations, and integrated tools for donations, memberships, and events.
“We love helping local stories like this one shine on a national stage,” said Patrice Bradley, CEO and creative director at Swim Creative. “The Paul Bunyan Scenic Byway isn’t just a connection of roads—it’s a journey through Minnesota’s culture. Our job was to make that experience digital without losing the soul of the story.”
Since 2005, the w3 Awards have recognized standout achievements in digital communication. The competition is judged by members of the Academy of Interactive and Visual Arts, a group of more than 500 professionals representing organizations including Microsoft, McCann, Netflix, The Walt Disney Company, and the National Gallery of Art.
Swim Creative describes itself as “the agency for the bold,” combining strategy and creativity to build magnetic brands through design, storytelling, and digital innovation.
