Hilton Worldwide


Hilton Worldwide

Identity | Website



Hilton Worldwide has been the leading hotel corporation in the hospitality industry, and as a designer I wanted to try reimagining their visual identity to better present and communicate the Hilton values: Hospitality, Integrity, Leadership, Teamwork, Ownership, Now.




It was important for the various applications of the new identity to look and feel holistic which I achieved by using consistent color palette and visual elements, and they aimed to elegantly express the balance of fluidity and rigidness.



Hilton HHonors

Introducing the new look of the popular hotel rewards program, members can earn HHonors Points for free stays and more at ten distinct brands within the Hilton Worldwide portfolio.



Wayfinding & Signages

Using the same visual elements, I experimented with some signage designs which can be used at the headquarter.




During my research process, I noticed that pillow menu is not often used in hotel promotions even though it is a great soft-sell opportunity. And so I used pillow installation to remind us that we all deserve a vacation every now and then.


Using Hilton Worldwide’s most important value: Integrity, “We do the right thing all the time”, the vehicle wrap delivers the message that Hilton will always take good care of guests.




A redesign of the website was in order, using the new look and highlighting the portfolio of brands under the Hilton Worldwide umbrella. The new promotional video and the pillow menu campaign were also incorporated on the homepage.