South African Tourism
Turning tourism research into an interactive story.
South African Tourism needed an engaging way to communicate how COVID-19 was reshaping domestic travel. We transformed a detailed infographic layout into a responsive, scroll-led digital experience that made complex research easier to explore.
Overview
Making insight move
Launched in March 2021, the South African Tourism Insights Infographic explored who was sustaining domestic tourism during the COVID-19 pandemic.
The experience brought together changing travel volumes, traveller profiles, destinations, accommodation preferences and communication considerations in one guided digital narrative. Instead of presenting the research as a static report, the landing page used movement, pacing and interaction to lead visitors through the information.
- Client
- Category
- Web design and development
- Industry
- Travel and tourism
- Launch
- March 2021
The challenge
A large amount of information, one clear journey
The source material combined research, statistics, traveller profiles and practical recommendations for the tourism industry. The challenge was to preserve that depth while preventing the experience from feeling like a dense report.
Every section needed to remain readable and responsive while supporting illustration, animated data and a strong visual rhythm. The experience also had to guide visitors naturally from one insight to the next without allowing the motion to compete with the information.
Collaboration
Designed together, built for the browser
The project was created in collaboration with 1215KA Studio, a division of Known Associates Group.
1215KA Studio developed the visual direction and page layout. WOK Agency translated the design into a responsive digital experience, building the front-end structure and implementing the scroll-based animation system.
The collaboration brought editorial design and interactive development together, allowing the original visual language to retain its character while adapting naturally across screen sizes.
- Client
- Design and layout
- 1215KA Studio — Known Associates Group
- Development and interaction
- WOK Agency
- Technology
- HTML, CSS, JavaScript and GSAP
Development
Motion with a purpose
We developed the landing page using HTML, CSS and JavaScript, with GSAP controlling the main animation sequences.
The motion system was used to introduce illustrations, reveal statistics and create continuity between sections. Animation timing was treated as part of the information hierarchy: important messages were given space to land, while supporting visuals added energy and context.
Responsive behaviour was considered throughout the build so that the experience remained usable beyond the desktop composition.
The experience
From research to a guided visual narrative
The finished page turns pandemic-era tourism research into a more approachable digital story.
Visitors move through the impact of COVID-19 on domestic travel, changes in traveller behaviour, the profile of the spontaneous budget explorer and practical communication takeaways for the tourism trade.
The result is an informative experience that balances data, illustration and motion without losing sight of the message.
