Platforming the new mainstream
As part of Expedia Group’s broader inclusive marketing efforts, I helped develop an internal-facing platform to guide brand teams in connecting more authentically with today’s “New Mainstream” traveler—an increasingly diverse, culturally nuanced audience. The work was rooted in research around unconscious bias, audience identity, and cultural fluency, with the goal of helping teams tell more inclusive, representative stories that resonate. The result was a fully ADA-compliant digital guide built to educate, inspire, and activate inclusive storytelling across the Expedia brand ecosystem.
CHALLENGE
The challenge was translating deep cultural and behavioral research into an accessible, actionable platform for Expedia’s internal teams—without losing nuance, oversimplifying the data, or compromising the creative voice. The work needed to remain within Expedia’s brand system, adhere to ADA accessibility standards, and be a reliable tool for future creative and strategic decisions. Every element—from tone and layout to image selection—had to reflect clarity and care.
SOLUTION
Working with a strategist and subject matter experts, I designed a digital guide that distilled complex insight into clear, usable sections—complete with curated imagery, ADA-compliant formatting, and platform-agnostic layouts. I sourced all photography, built a modular design system that scaled across chapters, and partnered with vendors to ensure full accessibility compliance. The final experience was a culturally fluent toolkit designed to help Expedia Group brands create more meaningful, inclusive, and resonant work—now and into the future.
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