UN Migration (IOM) & European Union | Schengen Visa Application Campaign

The Schengen visa application process is often perceived by Chinese audiences as complex and inconsistent across countries. Under the EU-China Dialogue on Migration and Mobility framework, IOM needed a unified communication approach that could clarify procedures while aligning messaging across multiple EU embassies and institutional partners. The challenge was to balance accuracy, neutrality, and cultural accessibility within a sensitive policy environment.

Working closely with IOM on narrative development and scripting, the project reframed fragmented procedural information into a clear and coherent communication system. Institutional language was simplified without losing precision, allowing messaging to scale across formats while remaining consistent across stakeholders.

The strategy was expressed through a modular motion-graphics series supported by bilingual visual assets for embassies, visa centres, and digital platforms. The design prioritized clarity and institutional credibility, helping partners communicate a unified message and giving applicants greater confidence in navigating the process.

Client: UN Migration (IOM) & European Union
Category: Institutions