The Hub: F&B

THE GOODS
Naming
Brand Identity
Print Collateral
Web Design

We partnered with Hilton to update the name and brand identity of the company’s North America Food & Beverage (F&B) group, with the goal of elevating its positioning and celebrating its diverse portfolio.

The Hub succinctly captures the value and features of the group: It is a central location where tools, resources, and expertise are shared amongst F&B team members and external partners. The brand’s evolved color palette is bright, optimistic, and appetizing.

MAAM-Hilton-Hub-logo-colors
MAAM_TheHub_Shapes

Its symbol, a visual representation of the word “hub” or “focal point,” features the various F&B branches meeting at one central point.

MAAM-Hub-BusinessCards-2
Man At Counter Serving Dishes
MAAM_TheHub_Coaster
MAAM-Hilton-Hub-Tote
MAAM-Hilton-Hub-Pasta-Bowl
MAAM-Hilton-Hub-FB-Powerpoint-Design

Additionally, we created unique brand shapes inspired by food shapes — like cheese and lemon slices, mangoes, and potatoes — that balance, yet contrast their geometric frame.

MAAM-Hilton-Hub-shapes-gif
MAAM-Hilton-Hub-FB-Website-Redesign

Working within the constraints of a pre-developed template, we also evolved the design of The Hub’s internal sharing platform, using new typography and imagery applications to augment its energy and dynamism.

MAAM-Hilton-Hub-food-beverage-training
MAAM-Hilton-Hub-FB-Website-Landing-Pages
MAAM-Hilton-Hub-Powerpoint-Cover

Finally, we collated the assets into a comprehensive brand guide for all internal F&B applications.

MAAM-Hilton-Hub-Brand-Guidelines
MAAM-Hilton-Hub-icon
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