client
InterContinental Park Lane
project type
Social, Campaign
year
2024
role
Junior Graphic Designer at MeMo
InterContinental Park Lane Social Media Adverts
brief
This project required a full visual redesign of InterContinental Park Lane's paid content across all social media channels. The client had previously used a set template for all their paid social content, and wanted this redesign to adapt to content in a way that reflected InterContinental's luxurious reputation in the worldwide hospitality industry.
Solution
Adapting InterContinental's strict brand guidelines in a novel way was a challenge at first, and I began the design process with a rigorous ideation stage to ensure the direction I was taking aligned with the client's values. I decided on an adaptive system based around the photographic subject of the design, using approved typefaces and subtle overlays to use text to enhance existing images. An inverted round border has been used across all designs including video, connecting all paid social content and emphasising the brand's luxury standpoint. This style of paid social post has been used by the hotel consistently since its inception in December 2024.