Client: PlaceIQ + Ireland Tourism
Role: Visual Design Lead (concept, art direction, design)
Type: Interactive Mobile Ad
Role: Visual Design Lead (concept, art direction, design)
Type: Interactive Mobile Ad
MAIN OBJECTIVE
As part of an ongoing growth strategy, TourismIreland needed a way to increase brand distinctiveness and communicate the diversity of holiday experiences available on the island of Ireland. The main objective was to promote the experience brands – the Wild Atlantic Way, Ireland’s Ancient East, Dublin, Belfast and the Northern Ireland.
CHALLENGES
The client wanted the audience to interact with an interactive map of Ireland so that they felt like they were exploring the island for themselves without having to be there.
Upon sketching, I realized how complex maps are visually because of all the layers of data and it would pose a few issues within the mobile screen real estate. I had to figure out a way to show the map and make the 4 regions stand out without distracting the user.
PROPOSED SOLUTION
To solve issue of displaying the 4 main regions for the users to explore without distracting them, I used the map to house an image of the region, so the focal point is entirely on 1 region at a time, as opposed to having to look at small labels on the screen that specify each area. I made it easy to browse through each region by quickly swiping across the screen or using the left and right arrows.
The user can immerse themselves in the region they want to explore further, by tapping on the 'Go' CTA. Once they are inside, the user can pan around the area and tap on hotspots that reveal additional content about things to do, what to eat, and what to drink. This allows the user to experience the diversity of the Island for themselves before visiting in order to increase consideration.
Each of the 5 experience brands cycle through the silhouette of the Map allowing the user to navigate and dive deeper into a specific experience to learn more.
Instructions to guide the user
Interactive panoramic image
