Hilton Social
Objective
Translate Hilton’s refreshed visual identity to Instagram, establishing a repeatable framework for evergreen content that could scale across ongoing brand storytelling.
Approach
As a senior designer, I led the visual implementation of Hilton’s updated brand identity across Instagram. I defined typographic structure, layout standards, and content formats for reels, carousels, and stories, creating a cohesive presence across the platform. This work built a flexible foundation that could support partnership moments, campaign launches, and evergreen brand expression without sacrificing brand consistency.
Outcome
The result was a unified Instagram presence aligned with Hilton’s broader brand refresh. Over time, this work evolved into documented guidelines that helped standardize execution across Meta and YouTube placements.
Role
Brand System Translation, Social Visual Direction, Platform Guidelines Development
Client
Hilton
Year
2024-2026
Evergreen Brand Expression
I developed a repeatable visual and typographic foundation for Hilton’s ongoing Instagram content. Clear hierarchy and layout standards enabled consistent execution at scale without relying on rigid templates.
Loyalty Program Launch
I designed the visual rollout announcing updates to Hilton Honors across the feed and stories. The content sequence introduced key changes and sustained interest across multiple posts while staying aligned with the established Instagram framework.
Partnership Integration
This framework also extended to partnership content, adapting the visual approach to accommodate partner identities while maintaining cohesion within the feed.
Documenting the System
After months of execution and refinement, I translated the working approach into documentation for 9:16 assets across Meta and YouTube, creating a reference guide used by internal teams and external partners to maintain consistency.
