Tel-Aviv Nonstop
Client
Tel-Aviv Municipality
My Role
UI Design
In preparation for the expected wave of tourists coming into Tel-Aviv during Spring and Summer of 2019, the Municipality of Tel-Aviv and it’s affiliated tourism organization realized they need to update their web presence to provide a useful source of truth for information on Tel-Aviv.
Working on top of a UX concept of a “One Stop Shop”, we designed a website with a mobile adaptation aimed at becoming an app in the future.
This site is intended for use throughout the user journey: from an inspirational source for the planning stage of a Tel-Aviv visit, to a handy navigation tool for the tourist walking around the city. This means an eased, enjoyable exploration experience on desktop, alongside a simplified, functional approach to the mobile experience.
The Challenge
We were asked to create a whole new, separate look and feel for the tourist-aimed brand of “Tel Aviv”, while maintaining a loyal connection to the city’s official brandbook. This brandbook is very versatile and appropriate for Print production, but when transferred to the digital world it felt dated and slightly heavy.
We wanted to celebrate the vibrant, fun and edgy vibes of our beachside hometown both in our graphic approach to the brand and by showcasing imagery from the city. At the same time, we had to take into account that we can’t control the imagery used throughout the site.
Big, bold and beautiful
Going for big, bold full caps text with a prominent font was our solution to keeping a loud Tel-Aviv style volume on an otherwise minimalist concept.
This also enabled us to stick to black and white, while leaving the vibrant 10-color palette to act functionally, as categories used throughout the site and on maps. Our only spot color, also used for clickable areas, is the city’s traditional brand color - a clean cyan. This was used sparingly to give a gentle “wash” of Tel Aviv’s familiar presence throughout the site.
