The Challenge

We were asked to help Tripadvisor tackle a tricky problem: how do you make non-travel brands feel relevant to people planning or experiencing a trip? At the same time, we needed to give Tripadvisor’s functional platform a more inspiring, emotional edge—something that would excite both users and potential brand partners.

Non-travel brands often struggle to figure out where they fit in a travel context, which makes it hard for them to connect with this audience. Meanwhile, Tripadvisor’s platform didn’t yet have the kind of immersive, creative space that could bring these stories to life. Our job was to build a digital experience that made that connection feel natural—and exciting.

What We Did

We teamed up with an external agency to build an immersive microsite that followed the arc of a typical traveler’s journey. Using 3D scrolling and a narrative format, the site walked users through different phases of a trip, showing how non-travel brands could fit into each stage in useful, even meaningful ways.

We combined Tripadvisor’s visual identity with warm, human imagery to create a modern, approachable look—one that felt both thoughtful and inspiring. The idea was to move Tripadvisor beyond just being helpful, and toward something more emotionally engaging.

How We Got There

We started by looking at how other companies were using interactive microsites to make data-heavy content feel interesting. From that, we built a scroll-based structure and broke the journey into seven phases—from dreaming about a trip to coming home again. Each section offered insights and ideas that brands could act on, rooted in real-world traveler behavior.

Since Tripadvisor didn’t have a consistent data visualization style after its 2020 rebrand, we designed a clean, bold graphic look using the brand’s shape library. It made the data easier to understand and visually consistent. And to avoid the generic feel of stock imagery, we focused on using real, relatable photography—people doing real things, not just posing at landmarks.

The Outcome

We delivered the site on a tight timeline, and the feedback was strong right out of the gate. The project went on to win two Drum Awards in 2024 and has helped position Tripadvisor as a creative leader in the travel space—especially when it comes to working with brands in new and engaging ways.

Credits

Senior Creative Manager Design: Jamie Sage
Designer: Sharmila Roseli
Copywriters: Michelle Neo, Jamie Tan
Associate Creative Director: Malvika Menon
Animation: Zi Qian Tan
Agency: Tomorrow Happens (Aus)