The Brief -
Create an e-commerce and editorial platform for The Where Pass, a new travel card for visitors to major European cities.
Providing users with discounted, fasttrack access to many of Europe’s main tourist attractions, and doubling as a contactless travel card, the pass is a great option for young travellers, families, or any budget conscious traveller wanting to get the most from their trip.
The Solution -
The site is the main point of contact for many users of the pass, providing an easy way to buy passes, add attractions, and build up an itinerary.
Creating a clear, consistent interface, that enabled users to explore what The Where Pass has to offer and start using their passes with the minimum of fuss was crucial, and the type and colour choices reflect this.
A chunky rounded line iconography style adds a touch of playfulness, and aids communication of the key navigation elements and journeys.
As the pass can be used repeatedly in different cities, I created a dropdown location picker to enable the user to very easily switch destination city, without leaving the central content hub of the site.
Further development of the visual language led to using icon patterns and other brand colours as backgrounds and accents, to reinforce the Where brand across the site.