hello
Problem
When a brand has the vision but not the structure, definition becomes the most powerful form of design. Hilton had already taken the right steps: Redefining what wellness could mean within hospitality, shaping experiences around human rhythm, and imagining a more intentional guest journey. What was missing wasn't ambition. It was an alignment.
Solution
We built a system from the inside out. Starting with Hilton's philosophy, we created a framework with rhythm and clarity: custom icons, a flexible grid, and a balanced typographic hierarchy. Editorial layouts made information feel lighter and calmer. To sustain it, we produced a library of photography and modular assets for digital and print—scalable and designed to feel.
Four pillars, one system.
Hilton Global Wellness is built around four essential concepts as tangible, design foundations. Each became a point of entry into the system. We took on the task of translating them into a custom icon set. Structured them through a series of editorial layouts.
From interface to signage. From print to product. A single framework, grounded in precision and built to grow. Consistent across touchpoints, it clarifies hierarchy and accelerates execution. Modular components adapt to context, preserving character and coherence.
Brand visual framework and its language.
We kept Hilton’s logotype to preserve recognition, building around its simplicity as the brand foundation. A nature-inspired palette—Earthy Black and Holistic Beige as the neutral base, with Relaxing Blue and Discovery Green adding softness and depth—keeps every tone grounded and intentional.
Golden ratio icons, geometric yet human, map core pillars, guiding navigation and branding with balanced forms that stay clear, scalable, and adaptable across print and digital. In-studio photography favors texture, light, and authentic moments. Together they craft a wellness-grounded visual voice.
Applying the system: web & social media.
The website redefined Hilton Wellness online, translating identity into a digital-first experience. We rebuilt it with a flexible editorial layout, pillars guiding navigation and content. Iconography shaped interaction, photography set mood, typography added rhythm—each page clear, intentional, balanced, and intuitive.
Animations reinforced ease and presence, while mobile refinements ensured legibility, accessibility, and intuitive use. The website has anchored navigation and digestible content. On social, flexible templates balanced structure and spontaneity, keeping the brand recognizable across formats.
Brand applications.
The Hilton Global Wellness system was built to activate across every brand expression, adapting seamlessly from digital to tactile objects and physical spaces.Amenities were designed as extensions of the experience. From sleep kits to nourishment guides, each item was developed with the same aesthetic principles: minimal graphics, natural textures, and a focus on function.
The result is a suite of objects that don't feel promotional, they feel like part of the stay.Stationery and collaterals, from service menus to program handouts, the printed brand feels as intentional as its digital presence. Merchandise carries the brand in motion. Wellness tools, accessories, and packaging were designed with restraint, letting materials and form speak for themselves.
Why did it work?
The system brought coherence and gave language to a promise that had long been present, but not yet visible. Rather than introduce something new, the design uncovered what was already there, refining it and making it usable. Visual decisions were not aesthetic gestures.
They were strategic responses to a fragmented brand experience. The result is a brand that functions with purpose and structure that brings clarity and coherence to every moment of the experience.
