Florattica · Canopy London City
Hilton photography
A perspective for Hilton
Senior Design Director, Lifestyle Brands
From the brand to the guest.
Creative direction, brand systems and experiences.
Selected work and a proposal for Hilton.
The work I’d bring.
I began at Interview and Vogue, then spent four years at Wondery, an Amazon company. I now design for The Athletic, the sports division of The New York Times.
Making The Grinch feel new.
The Grinch is the project I’m proudest of. The character was instantly recognizable, so the challenge was finding something new to do with him.
Across two seasons, I led creative for Times Square animation, Alexa and Ring collaborations, a digital takeover and a live family experience. The character had to remain recognizable in each setting, without repeating the same execution.
At HiltonI’d review the identity in the places guests encounter it: arrival, signage, printed materials and digital. Each application should suit its setting and still belong to the brand.
Leading the work and the team.
At Wondery, I directed the identity evolution across brand marketing, the app, subscriptions and Pan-Amazon touchpoints. I managed four direct reports and worked with writers, designers and agency partners to put it into practice.
Across our brand and campaign work, results included exceeding subscription targets by more than 150% and helping drive a 300-basis-point lift in aided awareness.
Designing around the stay.
I grew up near Lake Geneva. For The Abbey, I developed a proposal that starts with why someone is visiting, then helps them find the rooms, dining and activities that suit their trip.
At HiltonI’d bring property teams into the work early. A guest journey is only useful if the recommendations, booking steps and service behind it work together.
My first month would begin with the team’s live work: the standards, deadlines and decisions already in front of them. I’d visit a property with the team where practical, listen to the people using the materials, and agree on one priority to develop with Brand and Operations.
Out for a while.
A pocket guide for the time between plans. Fifteen minutes before a meeting, forty-five before dinner or an afternoon to yourself.
A little time outside.
Canopy already offers local recommendations. This study gives them a shared editorial format: large time numerals, warm yellow paper and the current burgundy wordmark. Each property chooses the places; the design makes the options easy to read.
The printed guide folds into a pocket. A matching digital edition carries the route and current opening hours. Room details stay separate.
Three editions
Minutes
One stop, close by.
Minutes
A short walk with time to linger.
A longer route with a few stops.
Try one edition.
I’d develop the first guide with one property team, walk the route, check accessibility and agree on who keeps the recommendations current. Then review a printed sample and the digital layout together.
Guest use, recommendation clicks and staff feedback would tell us what to change before extending it to more properties.