Bringing Multiple Brands Into One Cohesive Experience
My Role Lead Designer • UX/UI Design • Brand Design
Project Breakdown:
Overview
Finding the Common Ground Between Very Different Brands
UX/UI DESIGN
DESIGN SYSTEMS
MULTI-BRAND EXPERIENCE
Rewards Network powers dining rewards programs for major travel and hospitality brands. Members dine out. Earn points. And get rewarded through brands they already know.
I led the UX/UI redesign across multiple partner portals. Each one had its own brand guidelines. Its own look. Its own identity.
My job was to modernize the experience while respecting each of them. Improve usability. Create more consistency. And build something that could continue to grow across the Rewards Network ecosystem.
The Challenge
Over time, each partner portal had evolved on its own. The design felt inconsistent. UI patterns were outdated. And some of the experiences no longer reflected the brands they represented. Hilton. IHG. Orbitz. These were established brands. The experience needed to feel like it.
The challenge was creating more consistency without losing each partner’s identity.
Every portal still needed to feel unique. But the experience behind them needed to feel connected. Easier to use. More cohesive. And more aligned with the brands customers already trusted.
I mean, these are huge brands. The experience needed to feel like it.
The Goals
Get More Members to Sign Up
The experience needed to make joining feel easy. Fewer barriers. Clearer benefits. And a much simpler path from discovering the program to becoming a member. The goal was simple: make signing up feel like an easy yes.
Make the Member Experience Better
Existing members needed an easier way to find restaurants, understand their rewards, and keep coming back. Give people a reason to join. Then give them a reason to stay.
Make Every Portal Feel Like Its Brand
The portals needed to feel connected to the Rewards Network experience without looking like Rewards Network. Typography. Color. Imagery. UI. Every detail needed to feel natural to the brand behind it.
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.
Typography
IHG uses Chronicle Display for headlines, DIN for subheads and body text, and FS Clerkenwell for highlighted elements such as pull quotes.
Color Palette
IHG’s color palette is simple, bold, and distinctive, defined by three primary colors: Cherry, Grey, and Orange.
IHG Rewards Club Dine & Earn
Homepage (Logged Out)
Homepage (Logged In)
Advanced Search
Search Results
Restaurant Detail Page
Brand Guidelines: Orbitz Rewards
Orbitz Logotype
Typography
Color Palette
Orbitz Rewards Dining
Homepage (Logged Out)
Homepage (Logged In)
Advanced Search
Search Results
Restaurant Detail Page
Building Something Bigger Than One Website
The redesign created a stronger foundation for Rewards Network’s partner experiences.
Instead of treating every portal like its own separate project, we created an approach that could work across multiple brands. Shared UX. More consistent patterns. And enough flexibility for each partner to still feel like itself.
That made the experience easier to scale as new partners and updates came into the mix. It also gave major brands like Hilton, IHG, and Orbitz an experience that felt much more aligned with what their customers already expected.
And for me, this project changed the way I thought about designing for multiple brands at once. Sometimes the best solution isn’t one design. It’s creating a system that gives you room for many.
At the time, I was just trying to make each experience better. Looking back, I was learning how to design something that could scale.