Our first UX research into the South African Tourism digital ecosystem revealed over 70 digital assets and websites that had no cohesive design language.
Thoughtful UX and restructuring took all of these disparate elements and placed them into four categories that fully represented the various business mandates within South African Tourism: Travel, Business Events, Trade and Corporate.
Using a well thought out and beautiful design system, I was able to give each category its own unique personality without compromising on brand consistency. This was done by simply changing out the custom shweshwe pattern and primary colour in each category.
This project won four awards at the 2018 Bookmark Awards.