Role

Senior Art Director

Goal

Connect the aspirational possibility of “someday” with the actualization of “sooner” showcasing the card as the key.

Execution

Building on an existing wordmark, I created a visual system designed to marry existing property photography with expressive, tactile, and sincere images captured at a range of price points and lifestyles. Working closely with the IHG team, I created layouts that combined the campaign “Someday, Sooner” tagline with key messaging, images of the cards, and carefully curated photography.