Brand, Design Management
EXPEDIA group b2b guidance and learning materials
Shared learning systems and toolkits for creatives and cross functional partners.
Client
Expedia Group
Role
Individual contributor, Art director, People manager
Timeline
N/A
The Problem
Expedia’s B2B organization serves a wide range of partners, markets, and verticals each with distinct needs, timelines, and goals. As demand for partner creative and enablement materials increased teams faced growing complexity. Without centralized, well-designed guidance and regular ongoing learning materials, teams were spending excess time reinterpreting standards, recreating assets, and resolving misalignment slowing production and creating risk to brand consistency.
Considerations
Designing these resources required accounting for a diverse audience of designers, copywriters, project managers, and stakeholders across multiple lines of business, ensuring the guidance remained clear, accessible, and usable for both internal teams and external partners.
Criteria
The toolkits and trainings were built to be consistent, easy to follow, and simple to share, creating a repeatable framework teams could use as training material and quickly reference and apply in their daily work.
Focus area
As a design manager, I owned the development and evolution of these guidelines and toolkits, ensuring they scaled creative quality, reduced ambiguity, and empowered teams to produce aligned work more efficiently.
PLAYBOOKS
Guidelines, playbooks and toolkits provide creative teams with a shared foundation, establishing clear standards, processes, and best practices that enable consistent, high-quality work. They reduce ambiguity and rework, allowing teams to move faster while maintaining brand integrity across a wide range of partners, projects, and stakeholders. Here are a selection of examples.
Partner marketing across the organization relied heavily on photography, but image selection varied widely by team, partner, and project. Without a shared standard, creative quality was inconsistent and teams often spent unnecessary time debating image choices or recreating work. The Photo Guidelines were created to unify the visual approach, elevate the quality of partner imagery, and give both internal teams and external vendors a clear framework for selecting photography that aligns with brand standards.
The toolkit established a clear art direction for partner photography, defining style, composition, subject matter, tone, and usage scenarios. It included visual examples, do’s and don’ts, and a practical selection process so teams could confidently evaluate and choose imagery. The guidelines were designed to be simple to reference and easily shareable, ensuring they could be used consistently by designers, marketers, agencies, and partner teams across different markets and verticals.
As Design Manager, I owned the development of the Photo Guidelines; defining the art direction, creating the content, and designing the toolkit itself. I also established the process for how teams should apply the guidance, tracked adoption across projects, and ensured the framework continued to support scalable, high-quality creative output.
01. Photography
With the launch of a new email design system, designers needed clear guidance on how to effectively apply the components, layouts, and patterns within real marketing scenarios. Without a supporting framework, teams risked misusing the system or defaulting to legacy approaches. An email playbook was created to help designers understand not just the components themselves, but how to think about structure, hierarchy, and storytelling within the new system.
The toolkit translated the design system into practical guidance; outlining recommended layouts, content structures, and best practices for building effective emails. It included examples, usage recommendations, and clear direction on how to combine system components to create cohesive, high-performing communications. The work was developed in close collaboration with Digital Operations and the email design lead to ensure the guidance aligned with both creative standards and technical implementation.
As Design Manager, I partnered cross-functionally to shape the art direction and provide content recommendations that supported strong visual hierarchy and brand consistency.
02. Email Playbook
As part of a broader commitment to diversity and inclusion, the team recognized the need for clear guidance to help designers thoughtfully consider representation, accessibility, and cultural awareness in their work. The playbook was created to establish guiding principles that encourage more inclusive design decisions and ensure creative output reflects the diversity of the audiences and partners we serve.
Developed in collaboration with the Corporate Inclusion and Diversity team, the playbook combined research, shared principles, and practical examples to help designers apply inclusive thinking in their daily work. It outlined considerations around imagery, language, representation, and accessibility, providing both strategic context and actionable guidance that could be referenced during concepting, design development, and creative reviews.
I partnered with the Corporate Inclusion and Diversity team to research and develop the concepts behind the playbook, then led the writing and design of the final guidelines. In addition to creating the resource, I helped introduce the framework to the team through training sessions, ensuring designers understood how to apply the principles in real creative work.
03. Diversity and inclusion
Marketing partners and stakeholders were submitting creative requests inconsistently, leading to gaps in information, misalignment, and slower project delivery. The Intake Guidelines Playbook was created to provide a clear, standardized approach for stakeholders, ensuring every creative receives the context, assets, and requirements needed to deliver high-quality work efficiently.
The playbook outlined standardized intake steps, including brief templates, required information, and key checkpoints for collaboration between stakeholders, copywriters, project managers, and designers. It offered practical guidance and examples to help marketing partners submit requests that fully equip creative teams to execute work aligned with brand standards and project goals.
I served as designer, team liaison, and design manager; facilitating collaboration with stakeholders and partners, translating their needs into actionable guidelines, and defining the process to ensure consistent adoption of the playbook across the organization.
04. Intake guidelines
TRAINING
Ongoing training ensures a creative team stays sharp, aligned, and empowered to produce their best work. By providing structured guidance and skill-building opportunities, training elevates both the quality of output and the team’s confidence in tackling complex, high-impact projects. Here are a few examples of training sessions that I developed and trained the team on.
The creative brief is the foundation of every project, providing strategic direction, alignment, and clarity. Designers who engage thoughtfully with briefs produce stronger, more effective work, collaborate more efficiently with stakeholders, and create a clear trail of creative thinking that elevates both the project and their own impact.
This guide helps designers confidently interpret and digest creative briefs, identify opportunities for insight-driven design, and build visible documentation of their thought process. It includes step-by-step guidance, practical tips for stakeholder collaboration, and exercises to ensure projects are set up for success from the very beginning.
I wrote and designed the training module, then led sessions to teach the team how to engage with creative briefs more effectively. By providing both framework and hands-on guidance, I helped designers improve collaboration, strengthen their creative output, and deliver more strategic, high-quality work.
01. Engaging with
the Creative brief
Effective collaboration between designers and copywriters was limited by tools and workflow. Onboarding copywriters into Figma allowed them to interact directly with design files, provide real-time feedback, and understand how content and visual elements work together; improving efficiency and the quality of creative output.
The toolkit provided step-by-step guidance for copywriters to navigate Figma, comment on designs, and participate in iterative design processes. Training included best practices, hands-on exercises, and workflows tailored to integrate copy seamlessly with visual design.
I designed and wrote the Figma guide, then trained the copywriting team on how to use the tool effectively. By bridging the gap between design and copy, I enabled smoother collaboration, reduced back and forth, and strengthened the quality and alignment of creative work.
02. FIGMA FOR COPYWRITERS
Templates
Large marketing organizations rely on templates to maintain speed and consistency at scale. When many teams are producing presentations, campaigns, and sales materials, templates provide a shared structure that keeps work on-brand and easy to produce.
Strong template systems balance designer control with marketer self-service. Marketers can quickly create materials on their own, while built-in structure ensures the output maintains clear communication, visual hierarchy, and brand standards. When done well, templates extend the reach of the design team, helping teams move faster while allowing designers to focus on more strategic and creative work.
01. One-Pager
To streamline the creation of marketing collateral, I designed a flexible B2B one-pager template that can be used by both designers and marketers. The goal was to create a structured, brand-compliant layout that enables teams to quickly produce clear, consistent marketing materials without needing to design each document from scratch.
The template provides a modular framework for presenting product or campaign information, including headlines, supporting copy, feature highlights, and calls-to-action, while maintaining alignment with brand guidelines. Built with clearly defined content areas and usage guidance, it allows marketers to easily populate content themselves while ensuring the final output remains visually consistent and professionally designed.
By balancing design flexibility with structured constraints, the template helps teams move faster, maintain brand consistency, and scale the production of marketing one-pagers across multiple initiatives.
To support Expedia Group’s B2B marketing team in creating clearer, more effective presentations, I developed a flexible PowerPoint template system designed to work for both designer-led presentations and marketer self-service creation. The goal was to streamline the production of partner-facing decks while ensuring brand consistency and reducing the need for design revisions.
The template includes a library of high-impact slide layouts for storytelling, product highlights, and partner communications, along with recommended structures for data visualizations, roadmaps, and strategic narratives. Built-in guidance and examples help marketers quickly translate complex information into clear, visually engaging slides, while still giving designers the flexibility to elevate and customize presentations when needed.
To further streamline the process, the template also incorporates core brand resources, including logo usage, iconography, and visual styling aligned with Expedia Group’s brand standards. The result is a scalable presentation toolkit that enables teams to create polished, on-brand presentations more efficiently, whether produced independently by marketers or refined by designers.