Culture Pass | Thesis

Institute for Canadian Citizenship

Institute for Canadian Citizenship (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 Objective

The goal was to bring a fresh look to their culture access pass program, and make it mobile friendly, interactive and accessible for families.