Culture Pass | Thesis

Institute for Canadian Citizenship

The ICC is a national charity that provides access to programs and travel discounts to educate, inspire, and connect new Canadian Citizens. The Culture Pass allows first year Canadians to travel and explore Canada, with free access to over 1,400 attractions and travel discounts.

The problem

Millennial immigrants are entering the market at a rapid rate from immigration, but they have very different thoughts and behaviors that ICC’s brand needed to appeal to. The challenge was to create an inclusive experience for new Canadian who are transitioning into a new environment, with limited opportunities to meet, learn, and explore with fellow Canadians.

The Objective

The institute needed help with communication to reach a new target audience in order to help new millennial immigrant families network, through exciting experiences. The goal was to bring a fresh look to their culture access pass program, and make it mobile friendly, interactive and accessible for families.

Key Insights

The Canadian Federal government planned to bring 310, 000 people to the country in 2018, with that number expected to increase yearly after 2020. In 2017, the goal of 300, 000 newcomers included economic class: 58%,family class: 28%, refugees and humanitarians 14%.

Market Research

Why Millennials?

Millennials are dominating the generation group with 10.1 million people in 2018. However, they are still relying on their family members for large expenses such as housing.

Millennials are changing the way of living

Brands are diving deep to understand their thoughts and behaviors in the market so they can tailor their products and services and meet the needs and wants of this generation.

Millennials have a mindset that is quite different then of baby boomers. For instance, millennials prefer to strive for happiness, passion, and new experiences, while baby boomers prefer family time, integrity, and duty.

Kleinschmit, Matt. “5 Infographics ThatCapture the Changing Millennial Lifestyle.” VisionCritical, 19 July 2016,

Identifying Barriers


ICC would like millennial immigrants to participate in their culture pass program.


A pleasant digital experience is priority
for millennials.

HMW Question

How might we help ICC redefine their culture pass program so that it's exciting
for millennials?

Target Users

Millennials spend more time on social media than in person interactions.


ICC needs to define a way to make their culture pass program interactive and exciting for new millennial users.

Design Solution

ICC can design a mobile friendly experience to make it exciting and convenient for on the go millennials.

Field Research

We Surveyed the Eaton Centre

Since it is a well known and busy mall in downtown Toronto, we were able to study a broad range of demographics within the same environment. Many millennials were on their phones while waiting in line to make a purchase, where as families and older consumers were sitting and talking with one another.

A group of students came up to us with a survey about our spending habits. It was a great opportunity to see how a survey is completed from a consumers perspective, allowing us to learn more about our demographics.

Modern clothing boutique store at a shopping mall

Brand Identity

Logo & Brand Elements

Sketching ideas allowed for quick ideation and exploration of different concepts. I went with the toque concept since it speaks to Canadians, while limiting the use stereotypical symbols like a maple leaf.

Culture Pass

This Culture Pass concept has a built in NFC feature as it would improve customer experience by reducing wait times and carrying space.


Information Kit

The package will help new Canadians learn more about the culture pass program, and guide them through the mobile app experience. It will also include the pass itself if the person has signed up for the program. The package will be available online and at locations such as the airport.

Key Insights

Study by Cancer Research UK showed that 44% of 18-24 years old millennials would rather use social media and messaging apps to communicate with new people than in person interactions.


Mobile Culture Pass

Since millennials prefer to use mobile devices, a mobile app will have the necessary features a user would need to experience the country, such as navigation, information about attractions, travel discounts and a digital Culture Pass. That's one less card to carry around.

Inclusive Digital Experience

1. On-boarding

Sign up with ease and get on with exploring.

2. Add a Digital Culture Pass

Your Culture Pass comes with you where ever you decide to travel. Simply register and sync your pass with the new mobile app.

3. Browse Attractions Feed

Discover, learn, and explore thousands of attractions right from your feed.

4. Navigate and Explore

Having to search for correct locations and getting their on time can be a challenge and a waste of time, so we integrated a navigation system that will get you to where you you want to be.

5. Personalize Profile and Settings

Keep track of your travel adventures on your profile, and personalize the settings to fit your needs.

Information Architecure


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Don't Pass on the Opportunity

Introducing the new Culture Pass app! Sign up, link your digital pass,
and start your journey with a simple tap of your device.

Year End Show


What better way to wrap up the hard work than with fellow designers and industry professionals. At the annual Year End Show, NEXT, we had the opportunity to display our final results and celebrate with hundreds of attendees.

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