Brand Refresh

Priceline’s brand had gone 20 years without a refresh and needed a more modern, playful, and elevated look, one that showed up consistently across web, iOS, and Android, where teams, architectures, and release cadences differed and the short-term payoff of consistency was unclear.

We treated brand consistency as a business lever rather than a visual preference, grounding the case in industry research on trust, revenue, and cross-platform experience. I set a creative vision, aligned a cross-functional design team, explored multiple directions, and used stakeholder influence to show that consistency builds trust and long-term brand equity, even when the short-term payoff was unclear.

A new brand system, sold to executive leadership and carried across web, iOS, and Android. It moved Priceline toward a more modern, playful, and elevated look and unified the brand across platforms. I led the vision, alignment, and execution.