Paradise Passport

A travel-themed rewards campaign where collecting stamps feels like actually planning a trip. The concept was built around one insight: the most motivating loyalty mechanics are the ones that make progress visible and the destination feel real — not abstract points on a screen.

Color & Contrast

The palette runs warm: sandy beige for the lower content area, tropical teal and ocean blue for the hero, and a burnt orange (#C15A10) for all primary CTAs. This warm-to-cool split creates a natural visual zone — the illustration world lives at the top, the functional UI lives below — and gives users an immediate sense of place before they read a word. Orange CTAs against the sand background maintain a 4.8:1 contrast ratio, meeting WCAG AA, while standing out without competing with the illustration.

Typography

The logotype uses a display serif with hand-styled treatment to feel like a travel brand, not a loyalty program. This single typographic choice does heavy lifting: it sets the campaign tone, differentiates the experience from a standard app, and signals that what follows is a world to explore. All functional text — progress labels, challenge descriptions, CTA copy — returns to a clean sans-serif to keep usability sharp underneath the visual theatre.

Visual Hierarchy & Engagement Mechanics

The landing screen leads with the illustration world (emotional hook), then progress (personal investment), then the daily challenge (immediate action). This order is deliberate: you feel the destination before you’re asked to do anything. The scratch card screen does the opposite — it removes all context and focuses entirely on the reveal moment, using a single oversized reward value and one CTA. Surprise mechanics work best when nothing competes for attention at the moment of reveal.