Booking:People
Empowerment by Design

Simplifying internal brand communications for thousands of people everyday.

Booking.com is the world’s largest online accommodation booking platform handling more than 1 million bookings per day. Over the years, Booking.com’s business has grown exponentially and so has its staff numbers. Today Booking.com has over 10,000 people across its 158 offices worldwide.

Managing and informing all these people adds up to an amazing number of internal communications. Everyday more than 50 internal training sessions are held; more than 750 partner-specific presentations are sent out; and more than 1250 internal memos, posters and flyers are circulated.

Addikt was tasked with unifying these in-house communications, by Booking.com’s Internal Brand Team.

Idea

The objective was to create a system that any employee on any level could use. Therefore, we developed booking:people: a versatile brand communication toolkit that uses graphics, illustrations, type and motion graphics, in a simple and flexible expression.

Booking:people provides the tools and templates for people to personalize their brand assets, and be consistent in their daily communications.

For people to understand and use this visual system with ease, we created the booking:people brandhub: an online platform where the Booking.com brand story and internal communication guidelines are explained. All the assets and templates can be downloaded from the brandhub.

The Booking:People identity consists of two elements; the characteristic dots and the dynamic grid.

Results

We realized that not everybody at Booking.com is a designer, but with the use of digital tools, we could empower anyone to tell stories. The dynamic booking:people brandhub, is an online brand guide that gives employees worldwide access to all the information needed to implement a new communications system.

The people:grid is a toolkit that allows one to embed a photograph in endless variations of the grid and make a unique piece of communication.

A Dynamic Brandhub

As people express themselves in their own voice using the guide, the brandhub is kept up-to-date, featuring a selection of the best works globally by staff members. This helps employees gain recognition, exchange ideas and learn from each other, and the brand stays young and relevant.

We further capitalized on the global network of Booking office managers as people:brand-ambassadors, and roped them in to promote and collate the new assets created by employees and update the brandhub.

Launched at BAM

BAM, short for Booking Annual Meeting, is one of the largest staff gatherings in the world. More than 6,000 staff members of Booking.com are flown in from across the globe to celebrate the past year’s achievements and draw inspiration for the year to come.

For us, it was the perfect moment to launch the booking:people identity. We branded BAM from stage design to name badges and everything in between, making sure the entire staff was impacted by the all-new communication system.

Creating solutions for brands in motion.

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