Repositioning Delta Hotels as a Premium 4-Star Brand

The Challenge

Delta Hotels was a well-known but aging mid-tier brand, facing declining affinity and a widening perception gap. It needed a full repositioning as a premium 4-star brand, with an identity that could scale across properties, digital, campaigns and guest touchpoints, and a single design system to align creative, product and operations.

The Solution

As Associate Creative Director, I led the team in creating the premium identity and design system.

• Visual identity: logo refresh, typography, color palette, photography direction and signage systems

• Digital: website, booking engine and mobile app

• Marketing: campaigns, social, email and loyalty communications

• Physical: in-hotel signage, collateral and guest touchpoints

• Multi-channel launch across OOH, social, digital and in-hotel activations

• Four launch commercial spots in English, localized into Mandarin

• Data-driven creative evaluation to refine messaging and design

• Close partnership with product, marketing and operations

The Results

• 100M+ campaign impressions

• 60% lift in brand affinity in the premium hospitality segment

• 25% lift in booking conversions from conversion optimization on the redesigned site

• Higher engagement, bookings and loyalty program adoption

The rebrand supported Delta Hotels' acquisition by Marriott International and was recognized in industry awards and client leadership reviews.

Client: Delta Hotels
Role: Associate Creative Director