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Design Director, One Design Language

United States - Washington - Seattle


Design Director, One Design Language

At Expedia Group, our mission is to power global travel for everyone, everywhere. As Brand Design Director for our Experience Design (XD) organization, you’ll help us achieve that mission in a high-impact, high-visibility role designing the next-generation of our family of brands and brand experiences. 

Your strategic leadership will drive what’s next for our identity and expression. You’ll lead a specialist practice of brand design and strategy with an extended core team of technologists, content strategists, and researchers. Together, you’ll partner with Marketing and Experience Design leadership to evaluate, envision, and develop our identity and design language operating system — reimagining our global brand experiences, both physical and digital, for travelers and supply partners to agents and developers. 

Your fast-moving, forward-looking team will innovate our identity and expression by understanding our ecosystem, design and travel landscapes, and rapidly prototyping powerful, emotional and intuitive experiences. Your team will follow a structured approach to human-centered design and will be recognized for their outstanding ability to bring others into the work. As storytellers and visionaries, your team will also excel in making highly conceptual, future-forward design and concepts accessible and actionable for specialists and laypeople alike. 

Success in this role is envisioning, delivering, and continuously pushing the future of our brand architecture and identities as a living, breathing operating system. You’ll pioneer new expressions that connect and span our family of brands, pushing forward possibilities for both distinctive, standalone and brand family storytelling. This work will set the bar for high-quality expression, influence upstream campaign planning and creative direction, inform our product design language, and design system, and create more cohesive brand and cross-brand experiences at every touchpoint.

What you’ll do: 

  • Head up the direction, development, standards, and documentation of our identity, inclusive of personality, voice and tone, and visual language  

  • Oversee the development of brand storytelling in Expedia Groups’ products, combining strategy, interactive and brand design, creative content, and technology 

  • Guide and direct delivery of cohesive, end-to-end experiences, ranging from small, signature travel moments to holistic scales  

  • Partner with marketing, product, design, and technology leaders to build the support and investment in capabilities that bring life to our identity and convey the value of brand within a business context   

  • Collaborate with Brand and Experience Design leadership to establish effective process, methods, and culture for the continuous development of our brand identity 

  • Deliver outstanding presentations, moving people toward what’s next through thoughtful, inspiring content, design, and storytelling   

  • Drive staffing for the practice — including planning teams for upcoming programs, and adjusting resources as necessary on current projects 

  • Manages, recruits, and develops their practice team and creative discipline, setting clear goals, defining career paths, and creating development opportunities 

  • Lead, coach, inspire and motivate the creation and delivery of truly remarkable, influential, and impactful work - inclusive of our freelance and agency partners  

  • Represent the creative discipline in overall XD leadership and promote positive culture in the studio 

Who you are: 

  • Bachelor's degree or equivalent related professional experience, along with 10+ years of proven experience in brand and identity design, design strategy, experience strategy, design thinking, and human-centered design

  • 5+ years of management experience: hiring, developing, and leading diverse and inclusive teams, and positively inspiring others to do their best work

  • Executive-level communication, presentation, storytelling, influence, and interpersonal skills

  • Deep familiarity with identity and experience design panning physical and digital products and services, and the ability to inject fresh ideas into a world-class experience design organization

  • Able to balance methodological rigor with scrappiness and urgency

  • Towering strengths in conceptual thinking and creative problem-solving

  • Boundlessly creative, fluent in broad cultural reference points, and relentlessly attentive to detail 

  • Extraordinarily skilled in both written and spoken communication 

  • Well-versed and experienced in the scale and implementation of digital design systems 

  • An exceptional portfolio demonstrating all of the above


At Expedia Group, we believe in bringing people together and creating an inclusive workplace where everyone belongs and can do their best work. We care about our employees’ safety and wellbeing, so we’re requiring new hires in the U.S. to be fully vaccinated against COVID-19 and present acceptable proof of vaccination before their start date as a condition of employment. Expedia Group will consider requests for a reasonable accommodation as required under applicable law.

About Expedia Group 

Expedia Group (NASDAQ: EXPE) powers travel for everyone, everywhere through our global platform. Driven by the core belief that travel is a force for good, we help people experience the world in new ways and build lasting connections. We provide industry-leading technology solutions to fuel partner growth and success, while facilitating memorable experiences for travelers. Expedia Group's family of brands includes: Brand Expedia®,®, Expedia® Partner Solutions, Vrbo®, trivago®, Orbitz®, Travelocity®, Hotwire®, Wotif®, ebookers®, CheapTickets®, Expedia Group™ Media Solutions, Expedia Local Expert®,™, and Expedia Cruises™.  

© 2021 Expedia, Inc. All rights reserved. Trademarks and logos are the property of their respective owners. CST: 2029030-50

Expedia is committed to creating an inclusive work environment with a diverse workforce.   All qualified applicants will receive consideration for employment without regard to race, color, religion, gender, gender identity or expression, sexual orientation, national origin, genetics, disability, age, or veteran status. This employer participates in E-Verify. The employer will provide the Social Security Administration (SSA) and, if necessary, the Department of Homeland Security (DHS) with information from each new employee's I-9 to confirm work authorization.

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Job Category
Technology Group

Job Function
User Experience

United States - Washington - Seattle
United States - California - San Francisco

Job Type
Full-Time Regular

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