Data visualization system, strategy, website design, and motion graphics
KAYAK is known as a travel company, that helps save money by finding travel deals. Data and particularly data visualizations are at the core of KAYAK’s consumer promise and are central to KAYAK’s business, but until 2019, there was no underlying guidelines for their design. Our task was multifaceted: at the simplest level, we established guidelines for the creation of infographics; it was important also to incorporate elements of the KAYAK brand into these data visualizations; the system had to be flexible across many different applications; and at the highest level, we wanted to convey just how much KAYAK cares about data.
When we started the project, one of the first opportunities we discovered was the opportunity to embed more of the KAYAK core brand into the infographic system. The system we designed uses the Solari board motif of the KAYAK logo as the underlying grid for the design of infographics and these squares form a consistent graphic language across all infographics. The squares can be two-dimensional or three, which allows for interactive elements to be layered in on certain applications.
Because of these interactive elements, what began as an infographic design project quickly grew into modeling how the graphics work within KAYAK’s webpage layouts and front end design elements. In doing this work, we also felt it was important to address how infographics and data can be used more throughout different types of branded communications, whether they be ads, swag, or presentations.
Overview of the former infographic system
Overview of the new data visualization system
Both two and three dimensional graph types were integrated to allow for greater flexibility and to tie to KAYAK's three-dimensional illustration style.
We designed everything from detailed guidelines to govern the system, to posters, ads, and various other collateral.