Delta Hotels & Resorts® — Elevating a Beloved National Brand to Premium Hospitality
Role: Creative Director / Social, Video & Integrated Campaign, Digital Product Design & Brand Strategy — OLSON (now ICF Next)
Scope: Brand repositioning, visual identity, digital product design, multi-channel campaigns, experiential touchpoints
Scope: Brand repositioning, visual identity, digital product design, multi-channel campaigns, experiential touchpoints
Context —
Delta Hotels, a mid-tier national hotel chain, faced declining brand affinity and market perception. The objective was to reposition Delta as a premium 4-star hospitality brand while increasing guest engagement and loyalty, ultimately making it an attractive acquisition target for a premium, global hospitality brand.
Challenge —
Reimagine a well-known but aging hotel brand in a competitive hospitality market.
Deliver a cohesive brand identity that translates across hotel properties, digital interfaces, marketing campaigns, and physical collateral.
Align multiple creative, product, and operations teams around a single design system.
Ensure brand transformation translated to measurable customer satisfaction and revenue growth.
Approach —
Developed a modern, premium visual identity including logo usage refresh, typography, color palette, photography direction, and signage systems.
Built a comprehensive design system ensuring consistent application across:
• Digital: website, booking engine, mobile app
• Marketing: campaigns, social, email, and loyalty communications
• Physical: in-hotel signage, collateral, and guest touchpoints
Partnered closely with product, marketing, and operations teams to ensure brand experience matched customer journey at every touchpoint.
Introduced data-driven creative evaluation to refine messaging and design choices for maximum impact.
Creative Highlights —
Premium Brand Language: Modern visual design that communicates sophistication and trust.
Integrated Experience: Digital and physical touchpoints share a seamless look and feel, reinforcing the premium positioning.
Multi-Channel Campaigns: Launch advertising spanned OOH, social, digital, and in-hotel experiential activations.
Outcome —
Major marketing push, showcased over 100 million times.
60% lift in brand affinity within the premium hospitality segment.
25% lift in booking conversions from enhanced CRO on the redesigned site.
Increased customer engagement, bookings, and loyalty program adoption.
Contributed to multi-million dollar acquisition by Marriott International.
Recognized for design excellence in industry awards and client leadership reviews.
“WE SUCCESSFULLY SHIFTED PERCEPTIONS AND JUMPED INTO THE FOUR-STAR CATEGORY IN LESS THAN ONE YEAR! THANKS TO YOU ALL FOR HELPING US MAKE THAT LEAP.” — LIANA GUIRY, CORPORATE DIRECTOR, MARKETING - DELTA HOTELS AND RESORTS®
