DESIGN LEAD, BRAND STRATEGY, ART DIRECTION
The product and partnership services team came together to redesign Agoda’s internal UX & UI in their existing enterprise tool (YCS). With this, and the possibility of extending this tool to other Priceline companies, also came the need of creating a new identity with the potential to scale independently.
Brand mapping, charts, and surveys were sent out to establish a direction.
Lulu’s stationery application, as proposed for the Agoda + Priceline usership.
One of the biggest challenges for establishing an identity, was to simultaneously reconcile simplicity and ease of usage, while still retaining some of Agoda’s brand components, which had been established long before. The name Lulu came to be, with future projection of the product becoming more of a friendly personal assistant AI platform for properties and small hotels.
Lulu’s palette was established by augmenting the saturation of Agoda’s brand colors, and then extracting a gradient from the blended spectrum.
When redesigning any brand, it can often be challenging to incorporate some of the off-digital brand elements into the digital product. Often in rebrand processes, these are looked at separately and by different teams altogether. Fortunately enough, we structured the team to work in tandem and collaborate through every step. This allowed for early validation and spotting any flags to modify and adapt early in the process.