HILTON

I worked as a core designer on Hilton Honors, building email, social and digital campaigns alongside internal teams, agencies and partners including Amex, Lyft, Amazon, Live Nation and the GRAMMYs.

Each project meant balancing a mature brand system with a different audience, partner and reason to engage.

Hit the Road

Role

Design Lead

Focus

Email / Gamification / Loyalty

Contribution

Concept / Design / Illustration / Motion

A gamified email series designed to turn everyday Hilton Honors actions into a road trip worth following.

  • Give members a reason to keep going.
    Hit the Road turned Hilton Honors actions into a series of small, visible wins. Members could see what to do next, track their progress and earn Bonus Points along the way.

  • Two audiences. Different motivations.
    Base members needed a simple reason to engage more often. Elite members were already active, so the experience focused on giving them more ways to participate and earn.

  • HIT THE ROAD

    Points, with somewhere to go.
    Each Hilton Honors challenge became another stop on the trip. As members completed actions and earned Bonus Points, the landscapes changed and the journey moved forward.

The challenges

Small actions. Clear rewards.

Challenges ranged from opening the Hilton Honors app to completing a hotel stay. Each action came with a clear Bonus Points reward, making the next step easy to understand and worth taking.

Challenge accepted:
Complete a challenge and the next email celebrates the win, confirms the reward and points members toward what’s next.

Still on the road:
If a challenge went untouched, a follow-up email offered a simple nudge and another clear action to keep the journey moving.

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Made it.

Members who completed the full series received a final send-off and a postcard-style souvenir to mark the trip.

Your Year in Travel

  • Make loyalty feel personal.
    Celebrate each member’s year with Hilton, thank them for the relationship and give them a reason to start thinking about the next trip.

  • Everyone had a different year.
    Hilton Honors members with travel activity in 2022, across membership tiers, markets and languages.

  • Appreciated. Inspired. Ready to travel again.
    The email needed to feel like recognition, not a statement. Show members that Hilton remembers the relationship, celebrate what they accomplished and leave them excited about what comes next.

A personalized year-in-review email that turned each Hilton Honors member’s travel activity into a story built just for them.

Role

Design Lead

Focus

Email / Personalization / Loyalty

Contribution

Concept / Design / Modular System

Your travel year, wrapped

Think Spotify Wrapped, but for travel. The experience recapped each member’s annual activity, celebrated their loyalty and turned account data into something worth scrolling through.

One email.
Thousands of versions.

Built in pieces.

I designed the email as a modular set of interchangeable tiles. Each section could respond to membership status, account activity, cardholder information and other member data while staying visually connected.

Same email.
Personal story.

Each member received a version shaped by their own year with Hilton. Status, stays, benefits and account data could all change without breaking the larger experience.

Earn More Together

  • Make adding a card feel like adding value.
    Encourage eligible Hilton Honors American Express Card Members to add a Supplemental Card, creating another way to earn Bonus Points through everyday spend.

  • Built around who people share with.
    The campaign targeted eligible Hilton Honors Amex Card Members, with creative centered on the people most likely to share an account: partners, family members and people in the same household.

  • More ways to earn, together.
    The message needed to make the benefit immediate: adding another Card Member could help earn Bonus Points faster, while making the offer feel useful, rewarding and easy to act on.

A Hilton Honors x American Express email campaign encouraging Card Members to add a Supplemental Card
and earn toward future travel together.

Role

Design Lead

Focus

Email / Loyalty / Partner Marketing

Contribution

Concept / Campaign Design /
Art Direction

Better together

I built the campaign around the people you already share life with: partners, family and friends. Lifestyle imagery made the benefit feel human, while stacked cards turned “adding more” into a simple visual device throughout the campaign.

One message, four ways in

The campaign rolled out across four sends: launch, two reminders and a final push. Each email shifted the imagery and headline while keeping the offer, card stack and campaign language consistent.

A little less credit card,
a little more human

The fun part was taking a pretty functional offer and finding the people inside it. Partners, family, friends, shared experiences, and a simple reason to earn toward the next trip together.

Next

NOMATIC