DraftFCB: Doubletree | ConradWong Portfolio

DoubleTree Seasonal Campaigns

Role: Interactive Art Director
Agency: DraftFCB
Client: DoubleTree
Category: Digital Advertising

Overview

DoubleTree was a retainer client at DraftFCB, and I handled the visual design, layout, and production for several seasonal digital banner campaigns. The work covered static, animated, and lightweight interactive ad units supporting brand awareness and promotional messaging.

Design Challenge

The primary challenge was maintaining hospitality warmth and clarity across a large number of sizes while adapting to seasonal themes — holiday, travel seasons, and promotional cycles — without drifting from DoubleTree’s clean, premium brand feel.

Approach & Visual System

I created a flexible, modular visual system tailored to DoubleTree’s brand and seasonal variations.

Art-direction layers included:

Warm, inviting tone: Soft light gradients, warm browns, and hospitality-inspired textures conveyed comfort and trust.
Seasonal nuance: Subtle variations in color accents and imagery reflected seasonal themes without becoming decorative or gimmicky.
Clean, calm typography: A balanced typographic structure supported clear messaging aligned with hotel-brand expectations.
Interactive accents: For rich units, light animations and interaction cues were introduced to enhance engagement without disrupting warmth.

This allowed all seasonal campaigns to stay aligned with the brand while still expressing seasonal differentiation.

Outcome

The resulting banner suites delivered a consistent, inviting digital presence for DoubleTree throughout the year. The work reflects reliability in high-volume production, careful art direction, and strong visual consistency across multiple campaign cycles.

Tools & Skills

Tools: Adobe Suite, Animation tool
Skills: Modular Visual Systems, Cross-Format Production, Brand-Driven Execution

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