Platforming the new mainstream
I worked on an internal platform at Expedia Group that helped brand teams better comprehend and engage with today's "New Mainstream" travelers. The audience is less interested in one-size-fits-all narratives and is more varied and culturally conscious. In order to assist teams in producing marketing that felt more authentic and representative, the work drew from studies on unconscious bias, identity, and cultural fluency. A digital guide designed to promote inclusive decision-making throughout Expedia's brand ecosystem was the final product.
CHALLENGE
Making complex cultural research useful was the most challenging aspect. Although the platform needed to be useful for busy internal teams, the insights were profound and subtle. It had to adhere to stringent ADA accessibility requirements, stay within Expedia's current brand system, and refrain from reducing culture to soundbites or checklists. Every design decision, from layout to imagery, had to convey concern without coming across as stuffy or scholarly.
SOLUTION
I concentrated on restraint and clarity. I assisted in organizing the material into manageable chunks that teams could truly use in their daily tasks, working closely with a strategist and subject matter experts. I worked with specialized vendors to ensure accessibility was incorporated from the beginning, sourced photography that felt representative, and created a modular system that was easily scalable. Over time, the final guide developed into a useful resource that different internal teams could consult to make more deliberate, inclusive, and creative decisions for future campaigns.
Essentials
Expedia Group
Creative Lead across platform design, content strategy, visual direction, accessibility compliance, and cross-functional alignment
Visual Design, Content Strategy, Brand Systems, Accessibility Design, Inclusive Marketing, Cross-Functional Collaboration, Editorial Design, Image Curation
The 360 Agency