Fernández Coca: "The goal is feeling like a traveler"

He has accumulated extensive experience in publishing with publication of several books on design and production in web environment. He has also made illustrations that became images of large projects and companies, such as pedagogical setting of children's hospitals or Gas Natural Fenosa.

But today we would like to talk about the relationship between tourism and the world of design, and about the project of Logitravel, where Fernández-Coca created the image of this great online travel agency based in Majorca.

How do you see the relationship between the world of design and tourism? Is there any associated trends that limit creativity of a designer?

Creativity is limited by existing contract with regards to guidelines. It is not that limitations occur because designers do not have their own know-hows, but because clients should be aware that everything has a cost, design is also a product, just like any other, and there is no free lunch.

Creativity, if the investment is taken care of, is not limited, but rather adapted to the map of audience to which we direct our work at each moment. And it is intended not to limit, but to narrow the final product for customers of our client.

The relationship between design and tourism is the same as between design and all other areas. Final customer buys product that is good because it is good, but in order to capture attention, we need to work on visual appeal of goods and for that purpose there is nothing better than a good design. A good design, I insist, should convey the function to the final recipient; however, the likes of a particular audience might be rejected by another.

The key is to think of the user, his communicative language as well as visual, textual and social, to adapt to his needs, to reach him on his own ground.

How can we connect an identity with a traveler?

By forgetting that "we want to sell to make money"; the goal of a company should be focused on "feeling like a traveler", being one of them, focusing on getting into a character, just like actors do, and living like travelers live. We must put ourselves in their shoes and not make, but rather pretend that they put themselves in ours.

Regarding your work with the image of Logitravel, how did the creative process go? What is the intention of the "pet"? What’s its name?

It's called Logi. It was a direct order from Ovidio Andrés, CEO of Logitravel. The process was dynamic; it started from my position to constantly do something customized to the client and client of the client, while breaking molds, which is something usual in my work as a designer, teacher or director of communication.

How, in your opinion, can tourism sector move forward and improve in the hands of design industry? What are the trends and how to influence tourism?

Trends? Forget trends. Break schemes. Part from what everyone wants to see and turn around. Be different. Do not promise the sky if you do not have a single cloud in perspective.

Everything, absolutely everything, advances because improvement is a positive process. The design only helps as a key tool, which is important for making sure that advances reach users, who will then end up buying that travel ... that package ... that trip ... that, all that, what we offer.