Over the many issues that Design Diary has appeared, featuring the many agencies and projects, a big theme of loyalty keeps popping up. There&rsquo;s very much a refreshing sense of devotion and partnership between client and agency, or agency and client too, which speaks volumes for how the web design industry seems to function. Instances where projects are &lsquo;pitched out&rsquo; blind to a pool of fervent takers seem rare, avoiding a creative clamouring or stampede for business. In fact, if the &lsquo;pick me&rsquo; process exists for an agency that succeeds in satisfying a client it might occur at the very start of a relationship that tends then to prevail. Often this is because a follow-up commission leads directly on from work the trusted agency is already attached to, which is precisely the case this month. For those who haven&rsquo;t spotted them already, Green Chameleon are a Bristol-based creative production studio that specialise in crafting experiences across digital, branding, packaging, video and animation. Formed in 2012 and growing to boast a 12-strong team boasting designers, animators, UX specialists, developers and videographers, it&rsquo;s no surprise the talented team keep their impressive client list coming back. So when the people at Inside Asia Tours, a travel and tourism brand already working with GC for almost three years, wanted to deliver a new digital presence they knew where to go. In fact the previous &lsquo;Step Inside Asia&rsquo; campaign between the two was featured in Web Designer 252&rsquo;s Lightbox, so IAT knew that &lsquo;When to Travel&rsquo; would be in good hands. &ldquo;This time the brief was designing a tool to showcase IAT&rsquo;s expert knowledge of local events, weather and generally the best time of year to visit the countries that they operate in,&rdquo; begins GC&rsquo;s Design Director, Nathan Riley. &ldquo;Our aim became to create an evergreen content hub that the client could easily add to and amend over time whilst ensuring that the piece was visually striking and engaging for potential customers.&rdquo;Closer callsAs we know, a strong defining factor for the production process of the &lsquo;When to Travel&rsquo; project has been the connection between client and agency. It&rsquo;s clear from speaking to them that Green Chameleon takes considerable pride in the on-going working relationship it enjoys with Inside Asia Tours, partaking in a variety of campaigns and projects. &ldquo;We&rsquo;re always thrilled when they come to us with a new brief as their in-depth knowledge and passion for travel makes working with them and coming up with concepts a real pleasure,&rdquo; enthuses Design Director Nathan Riley. &ldquo;The focus of this last project was always in highlighting IAT&rsquo;s expert knowledge of the locations and the events that take place there, so working closely with them to ensure this was always kept at the forefront of the creative was extremely important.&rdquo; Of course, it&rsquo;s all very well and good working so close and talking things out but only when the discussions can be productively applied. Creative design inspires such an emotional kind of evaluation and assessment of what feels right, that it demands some formal techniques to make a myriad of opinions practically useful. &ldquo;Along with face-to-face meetings we present a lot of design work with InVision and always encourage clients to leave feedback via the commenting system. This enables us to keep track of changes and evolutions of the design as the project goes on, it also gives us a good record to refer back to if any issues crop up later down the line.&rdquo;<img src="http://magarticles.magzter.com/articles/15258/281122/5b07e367e2101/1527242687_loc.jpg"" owidth=1145 oheight=771" style="height:337px; width:500px" />Close communicationsIf the first little part of an initial brief was to represent the client&rsquo;s expertise in an effective way, another big focus was promotional and not purely in typical form. A second objective for the campaign would be as a tool that could also be used as part of the client&rsquo;s exhibition and trade show stand, making the need for versatile access essential. &ldquo;With this in mind we knew we&rsquo;d spend a lot of time refining the experience across mobile and tablet devices ensuring that when demos were given to potential customers the experience was as smooth as possible.&rdquo; All these requirements and early ideas were established immediately when the project kicked off with a brainstorming session to discuss possible avenues and get IAT&rsquo;s thoughts on their brief. &ldquo;Following this the GC team went away and started putting together look-and-feel concepts along with user flows to explore how the site might work in more detail, and the overall art direction. During the early stages we try to bring in the development team as much as possible to ensure that what we are designing is buildable, however challenging, and makes sense from a technical perspective. This also helps to inform the technologies and development approach and brings everyone involved onto the same page, which helps massively in keeping the project running smoothly, the scope agreed and defined, and deadlines hit.&rdquo; Having worked previously as part of a continuing client-agency relationship, both sides would, of course, know that strong and close communication would be easy enough. IAT are based just around the corner from Green Chameleon&rsquo;s Bristol office, so regular catch-up meetings were convenient and deemed vital to the producing a successful site for giving users easy access to the best events and weather at selected destinations.<img src="http://magarticles.magzter.com/articles/15258/281122/5b07e367e2101/1527242238384.jpg"" owidth=1519 oheight=862" style="height:284px; width:500px" />Evoking reactions&ldquo;As always we started with a kick-off meeting where ideas were thrown about between designers, strategists and developers,&rdquo; elaborates Creative Director Tom Anderson. &ldquo;The content types to include were clear at this stage so the discussions revolved around how best to create an interesting but intuitive user interface for the destination information being conveyed. The real challenge was how we cohesively tied that info together with locational-based weather and then split that content up between different countries. As we were dealing with events and dates we all settled on some form of timeline, which allowed users to view events sequentially, but at any time they could toggle to the weather for that time and destination. This seamless navigation between the two core content threads is where we focused our efforts and eventually spawned the final outcome.&rdquo; Once the GC team had sign-off on the initial art direction both sides had agreed, then a second stage of design commenced. Here the focus was the rollout of the design across all the inner pages pertaining to mobile and desktop views, before a final stage tackling the interaction design. &ldquo;We would spend considerable time producing animations of page transitions and load effects to help guide the development of the site,&rdquo; Nathan recalls. &ldquo;We&rsquo;re strong believers that a website provides the opportunity to design not just how it looks but how it feels to a user and therefore the emotions and reactions it can evoke are revealed more vividly than from just a flat design.&rdquo;<img src="http://magarticles.magzter.com/articles/15258/281122/5b07e367e2101/1527243002_loc.jpg"" owidth=1705 oheight=945" style="height:277px; width:500px" />Visual assurancesGiven that the project would represent a travel brand so versed in the value of good sightseeing, it&rsquo;s no surprise that engaging visuals would be pushed up front. The graphical work poured into honing the frontend would therefore utilise the collective talents of the whole GC crew, with a preference for keeping the deeper development team well informed of where things were headed. &ldquo;As with all our projects it&rsquo;s a real team effort, we generally use rapid visual prototyping in all our projects to start to generate a unique look-and-feel concept,&rdquo; Tom explains. &ldquo;While developing a clear visual direction we carefully plan out the user&rsquo;s experience in tandem. Using wireframes and visual prototyping along with animated interaction prototypes we construct the final product. We&rsquo;re careful to include developers throughout the decision-making process in order to keep the designs realistic.&rdquo; From this work the team would have something tangible on the visuals to take back to the folks at IAT and gauge their reactions. Only after getting the OK and the necessary agreements here would allow GC&rsquo;s developers to start writing the code for running the show. &ldquo;The development stage kicks off after all designs and mock-ups have been officially signed off,&rdquo; says Nathan. &ldquo;As the site relies on a Laravel backend to allow the client to upload and manage content, we realised the task at hand of uploading over 200 events and weather details would take considerable time so we focused on delivering the CMS first whilst the frontend team push forward with their tasks with an eye to connect the two parts up in the final stages of the build.&rdquo;Arresting developmentThis Laraval-based content management system was custom-built specifically with the purposes of assisting the client. From here IAT would have the necessary control most clients demand when it comes to managing old and new content in-house throughout the life of the site. &ldquo;On the backend, there&rsquo;s a content management system that was custom-built in Laravel so the client can manage all the site&rsquo;s content,&rdquo; reiterates Senior Developer, Mike Babb. &ldquo;The data from that CMS is exposed to a React frontend that was so quick we actually had to slow things down a little in order to allow the nice transitions and animations to take place! We spent a long time reviewing and tweaking them so that every single one felt just right. Slow enough to have time to complete and flow nicely, but not so slow that you ever feel you&rsquo;re like you&rsquo;re waiting for them to finish to get to the content you clicked to see.&rdquo;Moving back towards the frontend coding, the majority of the site&rsquo;s animations were created using GSAP, the GreenSock Animation Platform. A popular choice for many of the agencies we cover here, GSAP was GC&rsquo;s firm studio favourite for adding necessary creative flourish to &lsquo;When to Travel&rsquo; and solving a few issues in the process. &ldquo;A particular challenge was adding the little-animated touches to the Google Map powering the weather pages, as we couldn&rsquo;t implement them directly with the Google Maps API and instead had to work the GreenSock magic on a cleverly positioned layer over the top of the map. The result is a beautiful, customised map bursting with animated interactions. Another significant challenge was getting the site&rsquo;s homepage to perform well. The background effects for the three screens of the country selector were originally JavaScript writing to HTML5 Canvas elements, but some browsers and devices really struggled to render the effects smoothly enough to meet our standards. In the end, we scrapped the JavaScript and Canvas approach and implemented them using some creative CSS trickery instead to reach an almost identical-looking end result that performs much better.&rdquo;<img src="http://magarticles.magzter.com/articles/15258/281122/5b07e367e2101/1527243539532.jpg"" owidth=1475 oheight=1106" style="height:375px; width:500px" />Final destinationLooking at the final launch site it&rsquo;s clear any development headaches were overcome beautifully to meet the six-month project time. Looking back, the main project objectives were to create a tool for IAT to improve their search engine rankings while providing a rich, and most of all useful, brand experience for their prospective customers and existing customer base. So with that in mind, the GC guys did a certain amount of work in the lead up to delivery to meet the client&rsquo;s expectations and promise the site maximum exposure. &ldquo;This tool needed to be scalable and have a long-term viability,&rdquo; Tom Anderson reflects. &ldquo;The underlying goal of the project was to ultimately drive sales by achieving these objectives. We worked on the media distribution plan with the client as well as preparing our own distribution and promotional plan internally. Due to the creative nature of the project and it being very visually unique a lot of the hard work is taken care of.&rdquo; That said, when asked about whether that hard creative work has ended in success, the answer is understandably subjective. Given their considerable experience, GC know it&rsquo;s always just as challenging to measure quantifiable statistics for the success of a project such as this, especially when talking about direct sale conversions. &ldquo;Sales for IAT on average take 12-16 months to convert and rely upon multiple touch points all doing their job,&rdquo; concludes Anderson. &ldquo;However, unique site visits are rising week on week and low bounce rates and high page visit durations suggest that the site is performing very well on the consumer side. The fact that this resource is an ever-expanding database of information that IAT can add to, increasing its value to the travel community and ultimately helping IAT establish a foothold in the search engine ranking across multiple long- and short-tail keywords, is also a testament to the success of the project.&rdquo;

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{{magzter}} is the World's largest and fastest growing self-service, cross-platform digital newsstand with over 87 million users since its inception in 2011 and thousands of magazines and newspapers across 40+ categories and 60+ languages. Headquartered in New York, Magzter has its local presence in Amsterdam, London, Mexico City, Chennai, Mumbai, New Delhi, Bengaluru, Singapore, and will soon be expanding to other countries. Founded by global entrepreneurs, Girish Ramdas and Vijay Radhakrishnan in June 2011, Magzter enables magazine and newspaper publishers around the world to create and deliver digital editions of their titles to global consumers.