Office
Fast Company has recognized "Sound Sites," created by VML Kansas City for the Tennessee Department of Tourist Development, as the winner in the Accessible Design category of its 2025 Innovation by Design Awards.
The annual awards program, now in its 14th year, highlights nearly 300 projects, products, and services from organizations including The New York Times, Jones Knowles Ritchie, and Adobe. Honorees are selected by a panel of designers, business executives, and Fast Company editors for their originality, cultural relevance, user insight, and measurable impact.
"Sound Sites" reimagines how alt text can function as part of the storytelling process. Instead of standard image descriptions, the project integrates lyrical, sensory-driven narratives co-written with blind users and Tennessee songwriters. For travelers who are blind or have low vision, this approach offers an immersive experience of the state’s landscapes, moving beyond compliance to create a deeper connection.
VML designed the platform in collaboration with the blind community, and the initiative has drawn positive feedback from users. Tennessee Tourism is now integrating Sound Sites throughout its website, and VML has developed a resource guide to help other partners adopt similar practices. The model has already attracted interest beyond Tennessee.
The full list of winners is available on Fast Company’s website. Read Fast Company’s article about "Sound Sites" here, and view the case study here.
