The fun of Cedar Fair’s parks needed to be obvious, but secondary to the questions our users were coming to answer. Knowing users from the press and investor communities were likely familiar with conservative corporate sites, we maintained a standard navigation structure, labeling, and information hierarchy. Yet fun is inserted throughout in unexpected and surprising places. Lighthearted stats mix with business results. Coasters zoom past as the user scrolls. Zombies reach up from their graves as the bottom of a page approaches. Users leave the site with their questions answered, and a better sense of Cedar Fair’s product: fun.

Cedar Fair started actually telling people that they had a corporate website.