Overview

In 2022, Hilton Supply Management (HSM) came to Storyhorse looking for help repositioning themselves in the market. Their client-base had expanded far beyond the original Hilton properties and they wanted a visual and verbal identity that reflected that. Storyhorse was tasked with conducting all initial research, including in-depth interviews with stakeholders, as well as developing the subsequent brand strategy. From there, we developed new messaging and a refreshed visual identity.

My role was to create design concepts to push the visual identity into new territories—finding that intricate balance between capitalizing on Hilton’s brand equity and paving a new road for HSM. Ultimately, we landed on a direction that truly let the world of hospitality “live” inside HSM — letting each letterform of the logotype act as a container for photography, and even letting that photography break out at opportune moments to really highlight the importance and drama of the hospitality experience. This visual identity was then applied to all collateral, including stationary, social media images, and event booth and banners.

Roles

Brand Design
Brand Strategy