Graphic design
Interactive media
Strategic communication
Carlos Pi  •  About me  •    CV   •  mail@carlospi.com English | Español




 

totaljourney

Fitch London, 2000-2001

I spent the best part of two years on this multi-million pound project that combined UK rail travel with the other services offered by other, more established online travel agencies such as air travel, hotel reservations, car hire, etc.

The first step involved a comprehensive research phase with its corresponding Mastervision Document defining all aspects of the new brand: trends and sector fit, target audience fit, design fit and brand design and manual. All these were the result of a series of meetings and workshops in which the details were presented, fleshed out, agreed upon and signed off.

Once the brand was defined, I was to work closely with the graphic designer to produce, present and deliver the interface for the website.

This involved leading the definition process for the website with the client and the technical partner who would carry out the final integration.

I took charge of a whole new definition process, with numerous meetings to tie in the technical specifications document for the whole website with the interface design, to arrive at the best possible solution for the user within the budget and time constraints we faced.

My role was to lead this definition process and produce and deliver the interface to the technical partner.

Tim Greenhalgh, Chief Creative Officer at Fitch Worldwide, who led the brand strategy.


Sean Habig, excellent graphic designer assigned to this project, from whom I learned a lot.

Research

The Mastervision Document included market research, customer profile and brand definition material.



It was at Fitch that I learnt about all the work that goes into defining a new brand.

Customer profiles were developed in as much quantity and detail as the brand demanded.

Everything at Fitch was creatively executed.

Customer profiles were then spread con conceptual axes to help identify primary target audiences and consumers.

The visual identity landscape likewise studied to identify a style for the brand.

Graphic design

Sean Habig was responsible for the brand's graphic identity and most of the website interface.






Normally, icons are given little attention, and there are so many icon libraries nowadays that seldom are aoriginal ones made.

I think they are worth every penny and every hour spent on them.

Sean designed beautiful icons with great care and precision for totaljourney.

Sean's graphic design ventured into the navigation itself.

The website would have four conceptual sections, which he colour-coded to make them explicit to the user.

Sean's graphic design ventured into the navigation itself.

He then created a smart and simple navigation and information devices that would accompany the user throughout the site.

Website interface

The homepage. Again, a brilliant execution by Sean Habig.

Click to enlarge.

Stage 1: Plan your journey.

Click to enlarge.

Stage 2: Going there: things you might want to consider on the way to your destination.

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Stage 3: Being there: things you might want to do whilre you're there.

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Stage 4: mytj: your information, stored for easy access.

Click to enlarge.

The help section was given special attention.

Click to enlarge.

Detailed guides were offered to make sure the user would not get lost.

Click to enlarge.

Press coverage

totaljourney made it to Site of the Week at New Media Age

Design Week, mid-2002.



Revolution, August 2002.