Prior to the creation of SPG Pro, SPG members could not link up their personal Starpoints with their professionally earned Starpoints in a seamless fashion. SPG and Starwood had multiple professional sites for meeting planners, event planners, travel professionals and executive assistants.  These sites were varied in their brand, their offerings regarding Starpoints and the integration with their personal SPG membership. Synching up these customer needs with SPG into a single program was the driver behind SPG Pro. The digital solution was tied very closely to the branding solution as it was the place where SPG Pro branding and SPG branding would live together. Our digital design team was integral in that branding creation as well as the digital solution for how it lived together. Allowing the new brand to stand out and yet still clearly fit in the SPG design was one of the larger challenges of the project.

CLIENT / Starwood Preferred Guest, SPG Professionals
ROLE / Creative Direction, Branding, Design, UX Design
Besides the branding – a key component to the SPG Pro project – our team was tasked with the challenge of merging multiple, extremely deep in content and functionality sites into a single home for SPG Pro members. This was difficult as there were dozens upon dozens of pages that had to be edited for both desktop and mobile experiences. We also needed to speak to very different audiences in a way that allowed them to fully understand our offerings in the most personalized fashion possible. Added to this of course was all the new functionality that we gave the guest.

Part of our solution for SPG Pro was a full mobile and desktop site area that allowed individual customers to deep-dive into their respective professions and learn what they needed to regarding SPG’s benefits. This area also was designed to explain the new powerful redemption and earning potential now being offered.

In addition to the above, we created content that would be personalized to the customer upon load of the home page. This allowed us to have a single home page solution that altered its content based on the customer’s past activity.