The Trifecta
“Flexibility…it needs to work everywhere” was the mission briefing when we sat down with the Marketing Director of Conde Nast and the founder of Explore Africa. As part of a new partnership, Wave3 designed and implemented web based itinerary pages, social media content, and email marketing templates that were cross-platform adaptable, and easily edited by the marketing teams.
How do you design for billions of devices (and make it look great)?
With nearly 14 billion mobile devices in the world and more added daily, saying it’s a challenge to design for all of them is an understatement. While we can’t completely cover every device, we did want to maximize coverage for Conde Nast’s global audience. So we started with the question: “what is the same across all of these devices, including laptops and desktops?”
There is always a middle.
So we designed for the middle.
Wave3 implemented a dynamic landing page infrastructure that could easily accept dynamic data generated for unique itineraries. We also designed and deployed over 100 unique social media assets and email templates based off of the same principle. If we could keep the critical elements (such as itinerary dates) focused on the center of the screen, we could ensure maximum compatibility for an unknown user base. Add some micro-interactions and we were in business!
