We had the opportunity to brand the experience as well as create digital assets and supporting collateral for guests and hotel staff. To create this experience, we need an experience map of the guest journey, one that needed to be seamless and intuitive, helping lead a potential WorkLife guest from the first moments of search and consideration through arrival, stay and departure.

The look and feel of the communications and merchandising elements was a chance to bring the brand's new design philosophy to life and should underscore that this is a new kind of room for business travelers. We have a need to be knowing, intelligent and slightly tongue-in-cheek. After all, we needed to communicate that we are a serious and dedicated business hotel brand that understands how people need to balance work and relaxation. 

IHG Rewards Club partnered with Coca-Cola to bring its members Share Forever — a summer promotion allowing members to earn bonus points for themselves, as well as points to share with friends and family.

The promotion was customized for each member based on their earning tier and stay behaviors. We needed to simplify the structure to allow ease of use for every member. The result is a personalized dashboard that lets users view their offers, track their status, claim and share rewards all from one place. The simplified interface allows the user to focus on the excitement of participating in the promotion and earning their bonus points.

Celebrating innovative design, sustainable technologies and premium experiences was the creative foundation for the luxury automaker’ lifestyle launch. The design of the back wall beautifully highlighted travel, epicurean, entertainment, performance, philanthropy, and their partnerships with USGA, USTA and VISA. The gallery nature of the Lexus Lifestyle wall allowed users to approach any illuminated podium with a custom paper mouse and navigate their way through the information on the screen. On the back end, the information was collected and given to the user upon completion.

IHGs loyalty program was not performing as it once did, losing 4% revenue from the previous year and facing diminishing returns from its promotions. How do you revitalize a loyalty program with increasingly disengaged members amidst a commoditized promotional landscape? Leverage the oodles of data at our disposal to give travelers what they wanted: personalized, relevant rewards with The Big Win. Revenue and engagement increased by multiples compared to the previous promotions and consequently IHG set the new standard for hotel loyalty promotions.

Using a full-body experience, guests can learn about Toyota’s latest hybrid technology by moving their bodies to activate the displays.

We teamed up with Toyota, a leader in the hybrid vehicles, to create the Prius Experience, an interactive pod that educates and engages guests on the power of their hybrid technology to improve driving experience and the environment. It was the perfect opportunity to tell Toyota’s hybrid story, through physical space and technology by designing an immersive interactive experience to help guests understand what the technology actually feels like rather than simply be told about it.

To use the IHG Rewards Club brand evolution to activate a new vision, the objective was to develop an identity for today and tomorrow.

“For high-value frequent travelers, IHG Rewards Club creates relevant, rewarding relationships because it’s about people, not just points.”

Open My World
Inspired by the idea of IHG Rewards Club as a gateway into IHG and a world of experiences, this idea emphasizes the relationships we want to cultivate by placing the individual at the center. A strong visual device captures this thought and anchors the visual and verbal identity.

So Much To Love
This explores how to simply and quickly signal what IHG Rewards Club believes about its members by placing a heart at the center of the identity to communicate the warmth and intimacy of the relationships we want to cultivate. The heart device also opens up a fresh and emotional territory for language and graphics for the brand.

The Nerium brand is “real people creating real change” is all about the essence of the intention – the desire to make a positive impact, to do the right thing, to do good for oneself and for others.

They needed help finding a way to distinguish and differentiate themselves in order to deliver core product messages through a unique brand voice that emanates from the intersection of product claims, consumer benefits and brand essence. The focus was on the digital experience on their website and email communications as well as product packaging shipping experiences to create a seamless and consistent brand look and feel. Use style and language that elevates the human aspects of Nerium’s voice to the same level as the science.

The ideas not only embraces the intention of everyone along the path, from Nerium product development to sales, but speaks to the consumer who desires to make positive changes to their skin, their appearance, their outlook. Real people inextricably linked in their belief in their power to change and constantly improve.

This funky spot continues to be a favorite hangout for downtown musicians, artists and dive bar afi cionados. The big, high-ceiling room has pinball in the front, a pool table in the back, booths at both ends and a creative, ever-changing art show pulling it all together. The energy of this venue is captured in the hand drawn, ink illustration of the fish flipping a pinball with its tail.

Infiniti asked to design the graphics for the backwall of their 2009 Los Angeles Auto Show space. The design was to convey the ideas of “natural balance.” The organic yet structured pattern was inspired by the furniture designer Patrick Jouin's Solid CI Chair. The design was made so that the more dense the graphic structure became the slower the viewers eye was to move, thus doing so behind the two cars along the backwall.

Clean and optimistic was the inspiration for the overall look for Toyota’s 2009 North American International Auto Show display in Detroit. The use of the bright blue sky graphics along the backwall tied the whole space together, and the use of cityscapes and mountains gave each vehicle a sense of place.

The Great American Road Trip became the driving concept behind Toyota’s National Dealer Meeting. With the vast family of vehicles that Toyota has, the various stops along the “Road Trip” provided a great backdrop to showcase everything from the city-loving Yaris to the rugged Tundra.

Holiday Inn Express® hotels want to be the modern hotels for value-oriented travelers, but their popular breakfast bar wasn't. So we took an approach that lets guests Stay Smart® at Holiday Inn Express hotels where they can enjoy a free hot Express Start™ breakfast bar with new healthier offerings and a fresh new clean and uncomplicated look.

The contemporary design style was an opportunity to bring simple, smart travel to life in the guest experience. Using photography to showcases the simple ingredients used in each of their Smart Start™ breakfast offerings, and a tone that was quick-witted and human—that’s smart and simple.

We hoped to evolve the existing member experience focusing our exploration on Lifecycle communications, a messaging sequence ripe with behavioral and stay data. Currently, the basics are met but opportunities are missed. Members receive a concise notification email that highlights their potential for tier graduation. Regardless of how they choose to react or engage, the same email arrives 30 days later. We wanted to take a different approach in which a unique set of member actions should deliver a unique experience.

Through the lens of one critical touch point, the Nearly Platinum hurdle, we wanted to showcase how we can evolve this trigger in light of current constraints. We wanted to evolve messaging beyond notification to provide a relevant set of communications that motivates rather than simply informs—informs Gold Elite members that they are over halfway to Platinum Elite status and motivates them to keep staying by teasing the offer.

ANNOUNCEMENT
Updates members that they are eligible to register for the promotion and can take immediate advantage of a Platinum Elite status preview for the rest of the year.

GUIDE
Personalized communications aimed at guiding and motivating members through their entire journey to Platinum Elite status.

CELEBRATION
Congratulates members for reaching Platinum Elite status and rewards them for their achievement with a nice gift or points.

Compare the technological advances Intended to inform and educate, The 3rd Generation Prius Parts Displays showcase the technological evolution from 2nd Generation to 3rd Generation in the high voltage NiMH battery pack, inverter, and mechanical power split device. The content displays were used on the auto show floor as well as for corporate training.

BCBG was re-entering the fragrance market in August 2011 with a new signature perfume and needed an advertising campaign and packaging that communicated exactly how it smelled. The fragrance is very soft and includes a sparkling cocktail of fruity and floral notes. It’s an unusual balance of timeless elegance and individual chic, and the BCBGMAXAZRIA fragrance puts the perfect finishing touch on style.

The campaign used beautiful imagery of women softly draped in silk and ran online in digital banners and website takeovers as well as print in various fashion and lifestyle magazines and out-of-home.

The very design of the bottle is tightly connected with the design of the brand’s logo. Butterflies on the logo have turned into romantic deep-pink flower petals that leisurely blossom on the stopper. BCBGMAXAZRIA is delivered in a wonderful silver foil box with a light pink band and embossed, styalized pink flower from the butterfly mark in the company's logo.

"I wanted it to be an accessory that follows you throughout the day," says Lubov Azria about her labor of love.

The Athens Literary Festival: Roots in Georgia 2 is a symposium focusing on Georgia’s literary history and heritage, as well as introducing its newest voices. Traditional block type, an object that is not only precious historically but also beautiful graphically, was used for inspiration and applied to an event poster, souvenir bookplate, and lamppost banner.

WonderHowTo is a community-developed instructional video guide website and acts as both a directory and search engine for how-to videos on the web. Employing both human and automated curation, the how-to supersite aggregates and organizes links to thousands of videos featured on other popular how-to video site publishers, as well as specialized collections of how-to video from niche-targeted sites and servers worldwide. All this content needed a complete site redesign to reflect a cleaner, clearer and more user-friendly experience.

“What’s your passion?” This was the driving statement behind the creation and development of WonderHowTo Worlds. The fully-customizable site allows users to create their own website based on a template and curate all its content. Shown here are the Worlds Homepage and Corkboard — where users can pin videos, pictures, links and discussions.

Magazine spreads about Dale Chihuly's glass art, designed to reflect the color and excitement found in his work.

Social marketing brings the world of Coke to your home through an American Music Awards viewing party. You’re the host, invite your friends and Coca-Cola will provide the party. Enjoy!

Inspired by Dame Hiver, a tale of the Brothers Grimm.

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PHOTOGRAPHER:
Nathan Stoan

ART DIRECTION/PROP STYLIST:
Garrett Clum

WARDROBE STYLIST:
Bruno Lima

HAIR & MAKEUP:
Maraz

Photo shoot inspired by Michael Jackson's Scream music video

PHOTOGRAPHER:
Anderson "Smitty" Smith

SET/PROP DESIGN:
Garrett Clum

HAIR & MAKEUP:
Maraz

WARDROBE:
Tamara Connor