Turning everyday spend into
a system for aspirational travel
A cross-channel acquisition platform that reframed Hilton Honors Amex value, driving +30% YoY growth and record-breaking performance in 2025.
The Insight
Everyday spending felt disconnected from the travel experiences it could unlock.
The Idea
A cohesive visual narrative bridging everyday actions with high-value travel experiences.
The System
•  Everyday spend → aspirational stay (cause → effect)
•  The Hilton Honors card as the key to unlocking travel experiences
•  Emotionally resonant storytelling to drive behavioral belief
•  Scalable across channels, tiers, and personalization
Visual Direction
Instead of fragmented lifestyle imagery, I introduced a continuous narrative,  following a single family across everyday spend and travel experiences.
•  Unified storytelling across all touchpoints
•  Elevated everyday moments to match aspirational tone
•  Designed for emotional resonance, not just product communication
Impact
Launched as the lead BAU acquisition campaign for 2025
•  Contributed to +30% YoY portfolio growth
•  Email channel increased +171% YoY
•  Applications increased +15% YoY
Role
Senior Designer, but functioned as a strategic partner in concept development and system design.
•  Co-developed “Travel Math” concept from cultural insight
•  Defined visual system and narrative approach
•  Led execution across email, social, and video
•  Influenced storytelling framework adopted across campaign
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