Designed to feel as quick and intuitive as planning a trip, Start Here uses itinerary-inspired layouts and a continuous line to guide audiences through the passport renewal journey. The system moves through the story of booking, packing, travel, and arrival — turning a process people often procrastinate into something that feels simple, structured, and doable.
Objective
Create a campaign concept that communicates passport renewal steps in a way that is instantly scannable, visually engaging, and easy to understand. The goal was to reduce friction, encourage early renewal, and help audiences feel confident about what to do next — without overwhelming them with dense instructions.
My Role
I served as the lead art director, taking the concept from initial ideation through full campaign build-out. I developed the core visual system, including the itinerary-inspired layout approach, continuous line motif, typography and hierarchy, and a modular structure that could flex across formats. I collaborated closely with multiple creative directors and a fellow art director to refine the headline system and supporting lines, ensuring the language and design worked together with speed, clarity, and momentum.