Booking Elevate

Brand Experience, Brand Design & Gudeline Development

Partner Services Events for more meaningful partner connections

The Challenge

Booking.com's Partner Services needed a unified identity for Elevate—their global event series connecting 1.5 million accommodation partners. With 198 offices worldwide hosting events from intimate gatherings to massive conferences, the challenge was creating a scalable brand system that local teams could execute independently while maintaining consistency across cultures and formats.

Our Approach

The Idea

We developed a motion-first identity centered on "shifting towards success"—dynamic grids that constantly progress and elevate, mirroring partners' growth journeys. The system emphasized peer-to-peer connection over corporate hierarchy.

Execution

Working with network partner Codesign, we built a comprehensive toolkit featuring flexible grid systems, motion templates, and extensive guidelines. The identity launched across multiple markets simultaneously—Amsterdam, Tokyo, Berlin, and Boston—with localized assets that maintained global coherence across digital and physical touchpoints.

Impact

Results

The distributed design system empowered local teams to create consistent branded experiences without centralized approval, accelerating event deployment across all regions.

Cultural Resonance

The visual system became a recognizable marker across global partner events. Local teams adopted the design language for their own event communications.