A unified editorial journey
Services
Product Strategy
Editorial Strategy
UX Design
Visual Design
Animation
ADA Accessible Design
When Expedia Group launched their cross-brand loyalty program OneKey in 2023, they needed more than just a design system—they needed a platform that could transform how their three powerhouse brands (Expedia, Hotels.com, and Vrbo) engage travelers. We built an editorial design system that didn't just unify their brands, but enabled each to tell unique stories that inspire travelers and drive conversions. The foundation was so successful that EG returned in 2024, challenging us to push even further into immersive storytelling, seamless product integration, and new commercialization opportunities.
Our approach began with a comprehensive performance and gap analysis, optimizing the existing component library while identifying untapped potential. We expanded beyond the original three brand themes, increasing flexibility to support editorial creativity, clear partner attributions, and innovative advertorial formats. Recognizing that powerful tools mean nothing without adoption, we created a strategic design system playbook—giving CMS administrators visual guidance and clear intent behind every one of our 225 fully responsive components across three brands.
The transformation delivered measurable business impact: Expedia Group's editorial and marketing teams gained unprecedented creative freedom, while their partnership and media solutions teams unlocked entirely new revenue streams. Throughout all three brand magazine experiences, stakeholders can now craft engaging content, meticulously track performance, and attribute conversion metrics directly to editorial and partnership efforts—all while introducing relevant programmatic advertising formats across their owned platforms. We didn't just build a design system; we built a business transformation engine that turns content into commerce.
Key Takeaways
- 75 Components created in under four months
- 3 Brands unified under One Key program
- 20+ New commercial partnerships
One Global Design System, Three Brand Interpretations
As Expedia Group brands establish their specific, distinguished vision for editorial content, we had to make sure we could leverage a global technology stack and consistent component library to efficiently manage and integrate the magazines with the corresponding brand platform. The result is three distinct front-end themes that share functionality and structure while applying and extending their individual brand identities into an elevated publishing experience.
Seamlessly integrating editorial and product
Throughout the magazines’ design system, different variations of interactive map components help place editorial narratives into their real-world context with highlighted points of interest and bookable products e.g., stays, flights or rides.
A destination for new brand partnerships
Across Expedia, Hotels.com and Vrbo, EG marketing teams have built impactful collaborations with global sports, culture and tourism brands. These partnerships now have a home that empowers rich marketing storytelling with enticing editorial narratives and relevant product content, only one click away from a path to booking.
Enabling new commercial opportunities across Expedia Group Brands
With the new editorial design system, the EG brand stakeholders can enhance and elevate their commercial offering from single sponsored articles to campaign destinations and programmatic ad placements seamlessly embedded into the discovery and reader experience.
