CHOICE HOTELS INTERNATIONAL
» Identity + Direct Marketing

Identity System Design / Print Design / Branded Communication

I worked with FutureBrand to revamp and rebrand a new identity the Choice Hotels International loyalty
rewards program - Choice Privileges. The goal for the new system was to stand out from competing rewards programs and speak to a targeted demographic of “strivers” and “grounded voyagers,” maximizing the relationship between the Choice Privileges logo and the family of properties and linking back to the Choice Hotels International masterbrand.

I created a fresh, contemporary look for the brand across all of the consumer touch points. The system should realize a friendly, rewarding experience. I conceptualized and executed the system direction using color bars, which symbolize progression and movement in accumulating rewards the Choice Privileges way.