Designed to inspire every stay

We led a comprehensive masterbrand redesign for Hilton Grand Vacations, reimagining the brand to feel more modern, elevated, and emotionally connected across every touchpoint and customer interaction. The work extended beyond the visual identity to include a refreshed mission and vision, refined brand messaging, and a more cohesive expression of how the brand shows up across the guest experience.

To support the rollout, we concepted and designed a large-scale internal brand launch and socialization campaign, including a company-wide town hall creative platform and event identity, while also developing a custom icon and illustration system and detailed brand governance guidelines to ensure consistency across platforms, teams, and properties. We continue to work closely with the internal team on implementation, helping bring the brand to life in a way that feels unified, intentional, and distinctly Hilton Grand Vacations.

As part of the internal launch, Hilton Grand Vacations brings team members together at one of its properties for a company-wide town hall celebrating achievements from the past year while looking ahead to what’s next for the brand. For this initiative, Scale concepted and designed the creative campaign for the event, leveraging the newly evolved brand system while introducing additional graphic elements, new logo mark, and a custom illustration style that brought a sense of surprise, delight, and energy to the experience. Inspired by the Hawaii location and the spirit of the brand itself, the campaign helped create a more immersive and emotionally connected environment for employees across the organization.