Hilton hired TBWA for its corporate rebrand which was launched in 2025. As an art director for Hilton's in-house creative team, I lead TBWA in the process of fine-tuning the final creative identity and building the brand guidelines.
In the collateral rollout phase, I designed some assets myself and closely art directed a production agency on others.
Print Tests
My small team and I worked directly with print vendors for months testing Pantone colors (and CMYK conversions) to establish the new brand color palette. Dozens of print tests were also done to choose the best quality substrates for each piece of collateral.
Event Activations
I designed trade show booth installations and signage for a few large events. At the time, the brand identity was very new and stakeholders were eager to use all their new graphic elements. So the final application is more "overkill" than we (the Creative team) recommended, but it was a fun project to work on nonetheless.
Brand Training Video
When the new identity was launched, we created a video presentation for internal stakeholders to introduce them to the brand elements and positioning. TBWA produced this motion edit with Art Direction from me.
Small disclaimer: While the script was approved, my team and I were not happy with the tone and delivery of this VO. But due to timing and budget restrictions, we were unable to get a new version.