Pilot is a social trip planner that lets travellers discover, plan and share trips with friends in one place. I joined the team as a contractor to build on the brand and redesign the landing page.
My role and process
From a brand perspective, my task was to position Pilot as a unique and authentic brand from it’s competitors in the travel industry. Nostalgic, authentic, and optimistic were some keywords that drove the visual direction. Throughout the project I would revisit these keywords and Pilot's user persona to ensure our design decisions were aligned.
Pilot is a social trip planner that lets travellers discover, plan and share trips with friends in one place. I joined the team as a contractor to build on the brand and redesign the landing page.
My role and process
From a brand perspective, my task was to position Pilot as a unique and authentic brand from it’s competitors in the travel industry. Nostalgic, authentic, and optimistic were some keywords that drove the visual direction. Throughout the project I would revisit these keywords and Pilot's user persona to ensure our design decisions were aligned.
Insight driven design
I worked directly with the Founder analyze feedback from user testing. Insights impacted key decisions made for the brand and website. This project strengthened Pilot’s visual identity through storytelling and influenced the design of the app interface and blog.
Photos tell stories
People resonate and connect with photos. Users were drawn to diverse photos of landscapes, food, culture, and groups of friends. Photos won over illustrations and graphics because they tell stories, and spark feelings of nostalgia and excitement for travel.
Some great feedback from the user tests were: “I feel like I could be friends with them” and “It makes me want to be there!”. Photos became a core aspect of the visual brand, and I developed a guide for selecting photos.
