Bringing the Hotels.com REBrand to Life for Expedia Employees

When Expedia’s flagship division Hotels.com prepared to unveil its relaunched brand, I knew the brand had to resonate just as powerfully with our employees as it did with the outside world.  I led a team of six designers to deliver an internal communications campaign that made the relaunch feel exciting, authentic, and joyful. I led the team to center the campaign around Bellboy, the new Hotels.com mascot.

We produced a behind-the-scenes video from the brand’s Bellboy commercial shoot, designed eye-catching digital signage, created playful Slack frames and motion emojis, and shareable social content. Every detail was crafted to build internal excitement and connect employees to the “why” behind the rebrand.

The results were some of our strongest ever: a record-breaking internal audience size, a custom brand quiz completed by thousands of employees, and widespread employee engagement that turned a typical brand update into something people wanted to talk about. It wasn’t just a communications campaign, it was a celebration of what employees loved about working for Expedia, and the excitement they felt about reviving a beloved brand.