Hilton Honors
Gen Z travelers expect loyalty programs to feel as effortless as their feeds. I re‑imaginined Hilton Honors by evolving a decades‑old points system into a playful, guest‑centric identity built for swipes, taps, and stories. This work‑in‑progress case study traces my brand concept sprint and rapid wireframing done in less than 2 weeks.
Deliverables:
Brand identity concept stuck in review
Hilton
Art Direction
2024
approach
Challenge
Refresh Hilton Honors for Gen Z—without straying from the brand’s existing typefaces.
Approach
• Mapped Zillennial visual cues and distilled leadership goals.
• Deconstructed Hilton’s sans‑serif, sampling counters and negative space.
• Prototyped motion‑driven logos that flex across app, signage, and social.
Collaboration
Partnered with a motion designer on animation tests and with copywriters to align tone, then packaged the work into a senior‑leadership deck now queued for pilot rollout.
