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Expedia Group
Brand Refresh

The brand refresh of Expedia Group is a significant endeavor, requiring collaboration among multiple creative teams across various departments. Spearheaded by the internal corporate communications team, the initiative began with a brand immersion session aimed at consolidating discoveries and explorations to create updated brand guidelines (developed by the Internal Corp Comms team as well).

This refresh extends to our B2B marketing collateral, where I've been involved in updating flyer/one-pager templates, email templates, and assisting in content production on our Partner site.

Role: Branding, Concepting, Production

B2B Brand & Creative: Eve Lee, Tyler Parker, Melanie Pavao

Corporate Communication: Lisa Perkovic, Angella Watterson, Molly Martin, Petros Afshar

Project Manager: Alexia Hadjinicolaou, Becca Russell

Photography: Expedia Group Brand Photo team

Web & Digital Experience: David Lee, Brooke Ribelin

Deliverables: One-pager and email template refresh, Partner Web content production

Discovery & exploration

The brand immersion sessions are intensive week-long workshops where teams delve into every aspect of the brand, including photography, color, typography, and icons. The goal is to ideate, pressure-test, and refine each element to ensure alignment with the new brand direction. Proposals and recommendations are then presented to the Creative and Brand Leadership Teams for approval.

In addition to my regular project work, I actively participated in these sessions to provide perspective from the B2B division. Working closely with my design counterparts, I contributed to the discovery process by gathering inspiration, creating low-fidelity prototypes, and presenting findings to stakeholders for feedback.

One key aspect I focused on was the redesign of our icons. The legacy icons had an outdated color palette and were overly detailed, resembling spot illustrations rather than functional icons. To align with the new brand approach, I recommended a more reductive and sleek design. This involved stripping away unnecessary details and simplifying shapes to convey the intended meaning clearly. Additionally, to achieve a modern and "tech-forward" look, I rounded corners and stroke end caps to match our product design system visuals. To maintain uniqueness, I introduced a deliberate gap or opening in some icons where strokes aren't fully connected, this approach adds a sense of openness and lightness to the icons. A standout moment during the brand immersion sessions was the exploration of the capsule as a graphical device. In contrast to our previous use of circles, the capsule represented a significant step forward in our design approach. Not only does it serve as a versatile vehicle for incorporating images, but it also evokes the windows of an airplane, adding a subtle yet impactful visual metaphor to our brand identity.

ICONS (LEGACY)

ICONS (UNIFIED)

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B2B Creative refresh

As part of the brand refresh efforts, I took the initiative to create templates for our one-pagers, ensuring consistency and alignment with the refreshed brand guidelines. I also collaborated with and provided guidance to an external agency tasked with updating all presentation and one-pager assets for the Media Solution (Advertising) and Product Marketing teams.

Additionally, I was brought onto the Partner Web workstream to assist in content production and transfer from our legacy website to the unified website. The partner web team, led by the lead designer, copywriter, project manager, and content strategist, developed a thorough process from developing mock-up templates to working closely with the developers on the digital experience team to ensure seamless translation of creative elements into the build.

In my role within the production team, I took on content migration work, including the creation of Podcast child pages, a project for which I already had creative ownership. Working closely with the copywriter, I leveraged pre-defined components and modules to build the pages, incorporating visual elements. These pages underwent rounds of reviews and consultations with the leads before being presented to our LT and marketing stakeholders.

 

The Unified web work has been well-executed and thoroughly planned. In alignment with the rebranding efforts, we ensured that any templates created following the refresh would adhere to the design system on Unified web, thus maintaining consistency across all B2B marketing touchpoints.

B2B ONE PAGER TEMPLATES

UNIFIED WEB CONTENT

B2B EMAIL UPDATE (INTERIM)