Art direction / Identity design / Layout / Social / Front end web

In January 2021, I art directed and designed a visual identity for Expedia Group’s Mission, Purpose and Values. It was important to create a clear visual system (using recognizable shapes) that communicated to our employees the what/why/how of our business. Repetition was key to memorizing our Mission and Purpose, so we blasted this identity across many assets in channels such as Slack, on digital signs, email banners and in Basecamp.

At the end of the day, we all want to know why we get out of bed and go to work! Many employees also stay at Expedia Group because we ourselves are travelers and love to experience the world, so reinforcing our Mission and Purpose helped remind us why we do what we do.

Project Management and leadership: Ali Hooks and Tarran Street / Art direction & design: Yours truly / Copy and channel strategy: Lisa Perkovic

Our worldview in an email banner

The starburst shape represents our Mission – the “north star” of our company. It's an energizing shape that reflects our inclusive goals in helping people of all backgrounds get access to travel.

The bridge-shape represents our Purpose and ability to bring people together regardless of cultural differences or political divides. Travel has the power to bridge that gap.

Left photo credit: Annie Spratt

For digital signs, I used our main font Expedia Group Primary (which is bold) so that it's legible from afar and also to tie it back to our brand

Angella-Watterson_ExpediaGroup_MPV_digitalSign_horizontal.png

How our Worldview, Mission and Purpose could show up on our social if we ever made it externally facing

Having a play with shapes just for fun

Photo credit: Britt Pigat and Phamthe

Our Values, represented by the ascending steps, tell us what we must DO to be successful at our Mission and Purpose. These actions define the expectations for every Expedia Group employee.

Art direction / Identity design / Layout / Social / Front end web

Our worldview in an email banner

The starburst shape represents our Mission – the “north star” of our company. It's an energizing shape that reflects our inclusive goals in helping people of all backgrounds get access to travel.

The bridge-shape represents our Purpose and ability to bring people together regardless of cultural differences or political divides. Travel has the power to bridge that gap.

For digital signs, I used our main font Expedia Group Primary (which is bold) so that it's legible from afar and also to tie it back to our brand

How our Worldview, Mission and Purpose could show up on our social if we ever made it externally facing

Having a play with shapes just for fun

Our Values, represented by the ascending steps, tell us what we must DO to be successful at our Mission and Purpose. These actions define the expectations for every Expedia Group employee.

How our MPV shows up in Basecamp

Concepts for how the MPV could show up on employee swag

Expedia Group Mission, Purpose & Values

Art direction / Identity design / Layout / Social / Front end web

Our worldview in an email banner

The starburst shape represents our Mission – the “north star” of our company. It's an energizing shape that reflects our inclusive goals in helping people of all backgrounds get access to travel.

The bridge-shape represents our Purpose and ability to bring people together regardless of cultural differences or political divides. Travel has the power to bridge that gap.

For digital signs, I used our main font Expedia Group Primary (which is bold) so that it's legible from afar and also to tie it back to our brand

How our Worldview, Mission and Purpose could show up on our social if we ever made it externally facing

Having a play with shapes just for fun

Our Values, represented by the ascending steps, tell us what we must DO to be successful at our Mission and Purpose. These actions define the expectations for every Expedia Group employee.

How our MPV shows up in Basecamp

Concepts for how the MPV could show up on employee swag