Northern Ireland is a rising tourist destination, home of the Titanic, Giant’s Causeway and many Game of Thrones filming locations. It is steeped in a complex history and rich culture, which attracts visitors from all around the world. NI Pass is a fun app that gives travellers access to all of Northern Ireland’s attractions in one place, providing them with unique insights and discounted passes for many attractions.

The N.I. Pass team needed a visual identity that could represent them on the world stage and differentiate their service with confidence and authenticity. The brand also needed to perform pragmatically in-app. So it was specially designed to align with the established user experience of common apps for easy, intuitive use. Illustration was used to communicate a sense of personal care and was a wonderful way to visually connect the brand to its benefits: the attractions and the experience.

Date: Ongoing

Client: NI Pass

Role: Brand Development, App Graphic Design & Illustration