Where it started
As part of the Genuine team, we were approached by Go RVing to update their existing site, aiming to better attract the millennial audience. In exploring new visual directions, it became a key focus to portray RVing as a modern and breathtaking experience.
Key screens from Go RVing highlighting component layouts
This inspiration led to a visual language centered around movement and flexibility, incorporating elements like topographical line work, large scenic imagery, and a color palette reflective of the open road. All of this infuses the site design with excitement and invites users to plan their own journey.
Defining an ownable iconographic style
The concept of flexibility extended to various aspects of the site's design, including the development of an icon system. This system embraced a modular approach, where icons were crafted to function as two-tone designs and as standalone black line icons, adaptable for different contexts. The capability for micro-animations to be integrated also allowed for engaging, and delightful touchpoints for users as they explore the site.
Selects from the full icon system
Along with the usual UI icons, we also developed a set of specialized RV-specific icons. These are all about making RVs quickly and easily understandable for new travelers to spot and get the gist of options are available. Jumping into the RV world can be a bit intimidating for beginners, so we focused on making things as user-friendly and as clear as possible. Our goal was to show off the RV types in a way that's easy to understand and perfect for folks just starting out with RVing.
RV icon system