IHG

Art directed 20+ consumer campaigns across IHG’s commercial brands (Holiday Inn, Staybridge Suites, Candlewood Suites, Crowne Plaza, avid hotels, Atwell Suites, Garner, EVEN Hotels), working in Figma with copywriters, account leads, and production designers. Presented concepts to the Creative Director and account team and built the decks they took to stakeholders.

Role

Art Direction | Campaign Design | Digital & Web | Brand Development

Objective

Promote hotel properties, destinations, and seasonal offers through cohesive multi-channel campaigns spanning web, social, paid digital, print, and internal communications.

Approach

Each campaign started from a Figma template framework, which I adapted to the brief. I sourced and selected imagery to match the campaign’s copy and theme, working alongside copywriters. For Holiday Inn’s brand refresh, I helped create a new set of Figma templates reflecting the updated identity. I then handed the finished Figma files to production designers, who extracted and organized the components for ongoing production.

Holiday Inn Website

Refreshed the Holiday Inn digital experience to showcase newly renovated properties alongside current rates and promotional offers. The updated design placed hotel spaces and guest experiences front and center, creating a more engaging path from inspiration to booking. When the brand updated its identity, I helped create a new Figma template system for it. Once it was ready, I handed it to production designers, who used it to produce the ongoing work.

IHG Sports Campaign

This campaign promoted hotels designed to accommodate families and traveling sports teams. The creative highlighted relevant amenities, convenient accommodations, and group room rates to position participating properties as an easy choice for tournament and team travel.

IHG Brand Banners

Seasonal brand banners were created to spotlight new and featured hotel destinations while promoting luxury properties throughout the year. The creative was regularly refreshed with destination-focused imagery and timely messaging to inspire travel and drive bookings.

Paid Advertisements

Developed print advertising for global markets, pairing regionally relevant imagery and messaging with IHG’s established brand system to promote hotel stays, conferences, and special events.

Hotel Indigo Magazine | Lead Designer, 2 editions

Worked directly with the internal stakeholder to produce two editions of Hotel Indigo’s internal magazine. Adapted an existing template with new copy and photography, refined layouts for each story, and delivered interactive, clickable digital editions.

Results

Contributed to brand and digital experiences during a period of significant IHG growth, as the company reached an all-time high in U.S. masterbrand awareness, surpassed 1 million rooms globally, and grew system revenue from $33.4B to $35.2B.