Senior Product Designer • UX • Mobile • Brand
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Global Product Rebrand

Global Product Rebrand

Why?

Leading the brand refresh for Hotels.com from a Product perspective. Hotels.com must connect with the emerging traveller, they have the biggest growth potential in the travel category.

Opportunity

  • To ensure a consistent design language across all platforms and channels, to strengthen the brand.


PLATFORMS: GLOBAL • ONGOING

Where we are

  • Widely inconsistent across platforms and channels

  • Examples below range from mobile, desktop through to CRM and various merchandising placements.


The Logo / App Icon

  • Clean up and make sense of our current logo, whilst maintaining our current presence

  • Introduce the chosen brand font and colours, and create a harmony between the wordmark and the ‘stacked H’s’

  • Attack mobile first, start with the app icon

  • Consider the sub-brand Hotels.com Rewards and all POS’s


Accessible Global Colour Palette

  • Create a consistent, global colour palette to W3C’s minimum AA rating

  • Maintain the current UI colours, adapt for accessibility

  • Stress test, and refine across mobile and desktop at a base level

  • Ensure the colours work for ‘Dark Mode’ - Android Q / iOS13 aware


Font Exploration

  • Create consistency with typography across platforms and channels

  • Defining whether to use system typography versus custom

  • Spike tests with the iOS, Android team and Web developers


Photography

  • Define a style that we can use

  • Focus on destination imagery, include people for a human feel

  • Hotel imagery is out of our control, but should considered


COMING UP NEXT!


Illustration and Iconography


Motion and Micro-animations


Tone of Voice


Moving Forward