Unlimited Vacation Club | Hyatt Inclusive Collection
Multi-Channel Anniversary Campaign
Creative Direction | Art Direction
Led creative direction and contributed to logo and digital design for a multi-channel anniversary campaign, balancing brand storytelling with performance-driven design.
About the project
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UVC launched a month-long campaign to celebrate its 15-year milestone, with a focus on increasing member engagement and driving bookings for fourth-quarter travel. The campaign combined brand storytelling with performance-driven initiatives, including limited-time promotional offers, social contests, prize incentives, and branded merchandise.
The campaign was executed across multiple touchpoints, including email, web, social media, print, and on-property experiences, requiring a cohesive and scalable creative system.
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Led the creative direction for the anniversary campaign, shaping the overall visual identity and experience
Directed the design and refinement of the campaign logo and visual system
Ensured consistency and quality across a wide range of deliverables and channels
Collaborated cross-functionally with marketing, digital, and internal teams to align creative with business goals
Balanced speed-to-market with creative integrity within a tight production timeline
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The primary challenge was to create a campaign that felt distinct and celebratory, while still honoring the established brand identity.
This required:
Designing a visual direction that stood out from evergreen brand materials
Maintaining recognizable brand elements to ensure consistency and trust
Executing a high volume of assets across multiple platforms under a compressed timeline
Supporting both marketing performance goals and brand storytelling
Creative Direction
The creative direction centered on celebrating the milestone in a way that felt elevated, recognizable, and engaging.
The campaign logo was designed to highlight the 15-year milestone while incorporating key elements from UVC’s existing brand identity, ensuring both distinction and continuity.
The visual system:
Maintained core brand colors and typography for consistency
Introduced subtle illustrative elements to add energy and a sense of celebration
Focused on photography that captured authentic moments of joy, travel, and connection
This approach allowed the campaign to feel special and time-bound, while remaining clearly connected to the UVC brand.
Logos
Execution
The campaign was executed across a wide range of digital and physical touch points, including:
Email marketing series
Website homepage takeover and dedicated landing page
Social media content (videos, posts, and photo contest experience)
Print and digital sales materials
On-property assets (staff polos, enamel pins, event photo backdrops)
Internal communications (HR materials, corporate email signatures, LinkedIn content)
The breadth of deliverables required a flexible and scalable design system that could adapt across formats while maintaining a cohesive visual identity.
Results
The campaign successfully drove both engagement and revenue, exceeding participation benchmarks from previous years.
Generated 223 bookings and 1,573 nights, resulting in $431,292.75 in revenue
Achieved a 45% year-over-year increase in hotel participation, indicating stronger internal adoption and campaign reach
Increased member engagement through promotional offers, social contests, and on-property experiences
The campaign not only delivered strong revenue performance, but also expanded participation across properties, strengthening alignment and visibility across the brand.