Overview
Passport Express, a self-service at Dulles International Airport that allows passengers to speed up the customs and immigration process for arriving international passengers. These kiosks allow eligible travelers to complete part of their entry processing electronically, reducing the need for paper forms and minimizing wait times.
The Problem
Some travelers experienced difficulties using the self-service kiosks, particularly older passengers or those unfamiliar with the technology. Others were either unaware of the service or mistakenly confused it with Global Entry. Additionally, some users struggled with scanning their passports correctly or navigating the on-screen instructions, leading to delays and requiring assistance from airport staff.
The Solution
We started by branding this new service to differentiate it from Global Entry. To promote Passport Express, we developed various promotional materials, including signage, digital displays, and social media campaigns, to inform travelers about the new self-service kiosks. Press releases and media coverage helped raise awareness, while partnerships with airlines and email notifications ensured passengers were informed before arrival. On-site staff provided instructional materials, such as step-by-step guides, to assist travelers. These efforts aimed to encourage kiosk usage, reduce wait times, and improve the overall arrival experience.
Passport Express Signature
This service is available to U.S. citizens, U.S. residents, Canadian citizens, and international travelers from countries participating in the U.S. Visa Waiver Program. Since it serves passengers from multiple countries, I incorporated a globe into the branding to reflect its international reach.
For the font choice, I used Minion Pro for "Passport" and "Washington Dulles International" to match the typography used on U.S. passports. To emphasize "Express," I selected a bold, thick font to draw attention. The plane icon flying from the first “E” to the “S” represents the seamless, non-stop nature of the service. Additionally, the plane silhouette forms an arrow pointing right, symbolizing progress and forward movement.
For the color scheme, I chose blue and gold to align with the colors found on U.S. passports, reinforcing the connection to international travel and official documentation.
