Transforming Legacy Partner Portals into a Cohesive Rewards Platform

My Role: Lead Designer • Creative Direction • UX & UI Design

Inside This Project:

Context • The Challenge • Approach • The Work • Business Impact

Overview

Aligning Multi-Brand Portals with Enterprise UX and Brand Standards

INTERACTIVE DESIGN UI DESIGN

Rewards Network powers dining rewards programs for major travel and hospitality brands, enabling members to earn points seamlessly while dining out. As the Interactive and UI Designer, I led the visual and UX modernization of multiple partner portals, aligning each experience with its respective brand guidelines while improving usability, cohesion, and long-term scalability across the ecosystem.

The Challenge

Over time, each partner portal had evolved independently, resulting in inconsistent design systems, outdated UI patterns, and experiences that no longer reflected the visual standards of brands such as Hilton, IHG, and Orbitz. The lack of alignment created friction in brand perception and reduced the sense of trust and cohesion across the rewards ecosystem.

The challenge was to bring strategic brand consistency to each platform while respecting individual partner identities, delivering unique yet unified experiences that elevated usability, reinforced credibility, and aligned with enterprise-level brand expectations.

The Goals

Increase Membership Sign-Ups

Design an intuitive, conversion-focused experience that simplifies the sign-up flow and encourages new users to join the dining rewards program. Clear calls-to-action, visual hierarchy, and trust-building design elements were key to driving enrollment across each partner portal.

Improve the Loyalty Dining Member Experience

Enhance usability and engagement for existing members by streamlining navigation, refining content structure, and ensuring seamless access to account details and dining offers. The goal was to create a rewarding, user-friendly journey that encouraged continued participation.

Align Loyalty Dining Websites with Partner Branding

Bring each partner portal—Hilton HHonors, IHG Hotels, and Orbitz—into visual harmony with its parent brand. This required translating distinct brand guidelines into cohesive digital designs that maintained consistency while preserving each brand’s unique identity.

Brand Guidelines: Hilton HHonors

The HHonors Logo

All communication materials should feature the Hilton HHonors logo. Use the horizontal beveled logo whenever possible. On light backgrounds, use the black Hilton HHonors logo; on dark backgrounds, use the reversed version.

Typography

Large word or words of the main headline are in Benton Sans Bold; all other copy is set in the Fedra Sans Alt Pro typeface.

Color Palette

Hilton HHonors communications use a warm, sophisticated palette of tans and blues. Gradients should be applied to add depth and warmth, using the provided color values as a guide to achieve the desired tonal range.

Hilton HHonors Dining

Homepage (Logged Out)

Homepage (Logged In)

Advanced Search

Search Results

Restaurant Detail Page

Brand Guidelines: IHG Rewards Club

The IHG Brand Mark

The brand mark is the signature of IHG’s visual identity, combining strong, modern typography with overlapping forms and warm color to express confidence, connection, and humanity.