We were tasked with creating a refreshed brand identity and design direction for Taste of Hilton to help the F&B platform achieve some ambitious objectives around community growth – originally aiming to hit 50k followers. The new direction needed to be completely ownable and recognisble but adaptable enough to represent the multiple brands in Hilton’s portfolio – from Waldorf Astoria to Hampton by Hilton. This involved developing a flexible creative style consisting of fluid shapes, colourways and typography with some very clear rules around execution. Since launching the rebrand, Taste of Hilton has smashed its targets, with over 100k followers on Instagram alone.