Conversion-Focused Ad/Marketing Design for Passage

Role: Lead Designer Scope: Social Media Ads, Billboard Design Goal: Drive signups from international students interested in studying in Canada

Passage aimed to increase visibility and drive conversions among international students seeking financial aid and admission into Canadian schools. Their challenge was clear: how do we get students to stop scrolling, feel understood, and take action fast?

As the lead designer, I was responsible for translating a value-heavy, complex offer into simple and compelling visuals. I:

Researched what resonates with international students, from tone to visuals

Wrote concise, high-impact copy and designed a carousel ad series for social media

Created bold billboard creatives for subway and train visibility, ensuring legibility and instant message clarity

Designed with conversion in mind, from CTA placement to color psychology

I worked closely with the internal marketing team to make sure each asset aligned with the campaign goals.

And with my creative direction, I made sure the designs were in line with Passage's brand.

The ad set became the top-performing campaign, delivering the most leads at the lowest cost

The visuals sparked a noticeable increase in engagement and inquiries

Feedback from the marketing team confirmed the ads helped communicate Passage’s core value instantly and effectively

This project was a great reminder that strong design isn’t just about looking good, it’s about knowing your audience and getting them to act.