IHG Hotels and Resorts

brand toolkit

IHG partnered with Compadre on Guest How You Guest 2.0, a brand refresh spanning IHG Hotels & Resorts, One Rewards, and the full 19-brand portfolio.The audit flagged the core problem: across the master brand, brand bar, and campaign end tags, individual properties and the broader ecosystem weren't reading as one family. The fix was a modular graphic design system and video toolkit built to unify the portfolio without flattening it. We developed a system that uses light, shadow, and interlocking geometry to turn the IHG logo into an adaptable kit of parts. Logo animation was rebuilt around three universally resonant moments: waking up in a great mood, opening the curtains, the first sip of morning coffee. Simple, accessible, affordability-to-luxury range baked in. The result is a scalable toolkit powering global advertising, comms, and HR work across every tier of the portfolio.