Role
Lead Designer & Illustrator
Type
Animation
Industry
Hospitality
IHG Way of Sales: Relaunching a digital hub for global sellers
TL;DR
IHG needed an engaging way to relaunch its updated internal sales platform for Group sellers worldwide. I designed the visuals and storyboards for an animation that explained key features clearly in both Mandarin and English. The animation helped increase engagement and supported the platform’s wider adoption.
Who is IHG?
InterContinental Hotels Group (marketed as IHG Hotels & Resorts) is a British multinational hospitality company operating in over 100 countries, with more than 6,600 hotels globally. Its diverse portfolio includes brands such as InterContinental, Holiday Inn, Crowne Plaza, Kimpton Hotels, Hotel Indigo and Voco, delivering exceptional hospitality experiences worldwide.
My role
As Lead Designer and Illustrator, I started by mapping out key scenes based on the copywriter’s script, shaping a clear visual narrative around a fairly abstract concept. Once the storyboard was signed off, I moved into production, creating the illustrations in Adobe Illustrator and planning transitions and timings to support both Mandarin and English voiceovers.
I partnered with the Motion Designer to shape the motion sequences, ensuring the pacing and transitions supported the narrative. One of the more complex scenes, an origami transformation, went through several iterations to get the movement just right.
Design process
Ideation
The challenge was turning a business-focused, abstract topic into something visually engaging. I started with mood boards and sketches, exploring visual approaches that moved away from a typical corporate feel. I also made sure the illustration style reflected a global and diverse audience.
Guided by the animation script, I storyboarded the key scenes to highlight the platform’s features and layout. Once feedback confirmed we were on the right track, I moved into production.
Way of Sales storyboard sketches.
Results
Final designs
Bringing IHG’s Way of Sales concept to life as illustrations was a unique challenge, especially within a strict brand framework. I focused on creating bold, clean visuals that transformed a traditionally formal subject into something that could hold a viewer’s attention for two minutes. That’s no small feat nowadays.
Impact
The animation played a central role in the internal relaunch. It helped clarify platform features for IHG Group sellers around the world and contributed to stronger overall engagement. Stakeholders appreciated the fresh, accessible visual tone, which made the platform feel more intuitive and inviting.
