TGV INOUI, the circle in motion

In a pre-sales phase, the goal is to show, not just tell, what a new digital experience could look like. This concept imagines a fresh, consistent visual language for TGV INOUI, then puts it to the test on real use cases: the home page, the navigation, discount cards, on-board services, the customer area and email campaigns.

The whole direction grows from one shape, the circle, taken from the brand’s logo. Five principles guide every screen:

• Rhythm: the circle in every form (cut, filled, offset, as a pattern) varies the pace of each page
• Motion: keeping a sense of movement and speed
• Flow: the curves of the circle make each section flow into the next
• Typography: Avenir Next Condensed for titles, Avenir Heavy for interactive elements, Avenir Book for body text
• Transparency: glassmorphism adds depth, especially over coloured elements

On the home page, the circle frames the hero, separates the sections and crops every photo. The page walks through what makes TGV INOUI different, its discount cards, its on-board services and journeys for every kind of traveller: solo, with friends, as a family or as a couple.

The concept adapts to mobile, down to the customer area: profile, discount cards, money left to spend, CO₂ saved, journeys, stations and invoices.

The same language carries over to email: three variations of a destination newsletter, each with a different take on the circle, and an adaptation of the content to the SNCF Connect template.