Helping Waldorf Astoria carry its legacy into the future
Context
Waldorf Astoria, Hilton’s flagship luxury brand, was entering a new era, evolving its identity to reflect modern luxury while honoring its legacy. The rebrand required a global system that could flex across international properties.
What I did
Brand Identity Development
Visual Systems and Guidelines
Scalable Design Templates
Global Rollout Strategy
Cross-Cultural Brand Adaptation
Strategic Design Collaboration
The Outcome
As Senior Art Director, I co-led the brand’s strategic design development, working closely with Hilton’s internal team to translate vision into execution. I delivered a comprehensive and scalable brand system that ensured consistent and elevated expression of Waldorf Astoria’s reimagined identity. The work empowered teams around the world to deliver a refined and locally resonant luxury experience.