Crafting a Unified Editorial Journey for a Trio of Travel Brands
- ClientExpedia
- ServicesMarketing · Customer Experience · Branding
- CapabilitiesContent strategy
A Scalable Framework for Editorial Brand Expression
In 2023, Expedia launched OneKey, a cross-brand program designed to offer customers a unified loyalty platform across Expedia, Hotels.com, and VRBO. While the program’s purpose was clear, the brand experience across the three properties was undefined. Expedia Group partnered with Code and Theory to design a flexible system that would support distinct travel magazines for each sub-brand while creating a consistent, scalable user experience that could ultimately unify under the OneKey rewards platform.
Key Takeaways
Created a unified design system, versatile across three brand identities (Hotels.com, VRBO.com, Expedia.com), in less than three months
Empowered the Expedia editorial team with a simplified, flexible framework, from page templates to module conventions, it streamlined ongoing upkeep
This system proved to be more than a tool; it was the catalyst for a smoother workflow
Developing a Flexible, Central Design System
Understanding the need for editorial flexibility, creative liberty and an efficient, easy-to-use toolkit for editors and authors was key to delivering a successful product. We developed a central design system that could flex to each brand ID and editorial focus area for Hotels.com, VRBO.com and Expedia.com.
We started exploring three distinct yet structurally compatible visual design directions that embodied each individual brand's identity and elevated them based on its respective audience and editorial ambitions.
Integrating Shoppable Products into Reader Experiences
Equipping the team with a wide variety of interactive storytelling components, we enabled them to beautifully visualize itineraries, travel guides and interviews (among others). We also seamlessly integrated shoppable products into the reader experience, elegantly driving users directly into the corresponding brand booking flow.
What We Did
Product Strategy
Editorial Strategy
UX Design
Visual Design
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newbiz@codeandtheory.comCode and Theory is a proud member of Stagwell Group. Stagwell is the challenger network built to transform marketing. We deliver scaled creative performance for the world’s most ambitious brands, connecting culture-moving creativity with leading-edge technology to harmonize the art and science of marketing. Led by entrepreneurs, our 13,000+ specialists in 34+ countries are unified under a single purpose: to drive effectiveness and improve business results for their clients. Join us at www.stagwellglobal.com
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