Hilton
An international, award-winning hospitality brand, Hilton's enterprise identity needed a refresh to authentically reflect its brand offerings. Hilton asked the in‑house team to take agency‑supplied building blocks like new typefaces, a “Hilton Zoom” crop, and a map‑pin icon, and turn them into a living identity.
Deliverables:
Scalable brand elements, YouTube design guidelines, paid media templates
Hilton
Brand Identity
2025
approach
Channel‑first thinking
• Research the platform each project entails to understand limitations, best practices, and what can be pushed to stand out while staying on brand.
Pushing Brand Elements
• Evolved the Hilton "Zoom" scale from tiny paid media to OOH without losing legibility or brand equity.
• Explored various location pin designs and a standard to be used across various sizes.
Global Lens
• Whether working on photoshoots or brand collateral, gaining context of the space or location helps guide design.
