Hyatt set out to reimagine its parent brand and family of sub-brands for social, crafting a system that would resonate with modern travelers while setting a bold new direction. Inspired by the "horizon" in Hyatt's logo, Lucy developed a branded visual system and campaign that united the brand’s presence across platforms. She led a team of designers to create six unique patterns that differentiated content pillars, giving Hyatt an ownable look and feel that extended beyond reposted images. The result? A design system that not only brought consistency to the parent brand but also empowered guests to engage with individual hotels and content pillars seamlessly.
Hyatt isn’t just a place to stay—it’s where life’s most cherished firsts happen. Whether it’s a millennial parent documenting their child’s first steps, a Gen Z traveler sharing their first solo adventure, or a boomer checking off a bucket list destination, Hyatt aims to be the backdrop to these unforgettable moments.
Being your best starts with embracing growth and new experiences. #MakeItAFirst taps into the social currency of firsts, making Hyatt the go-to destination for unique, shareable experiences.
Twitter – World of Hyatt Pillar:
Go beyond customer service to build deeper connections. Reward guests who tweet about our new openings first with exclusive perks and extra rewards. First to tweet, first to win.
Instagram – New Openings Pillar:
Give followers a sneak peek into new locations before they open. Through Instagram Stories, we’ll offer exclusive tours of each property, making every opening feel like a first look.
Instagram Polls – Destination Cuisine Pillar:
Crowdsource culinary creativity with our followers. Invite them to #MakeItAFirst by creating a unique recipe inspired by one of our hotel destinations through Instagram polls. The final dish? Named by the first follower to complete the recipe.
Hyatt’s refreshed social strategy doesn’t just showcase destinations—it invites travelers to experience, engage, and make memories they’ll share forever. #MakeItAFirst is about creating a connection to the brand that’s personal, meaningful, and unforgettable.