Tripadvisor was shifting from a click-off model to a true end-to-end planning and booking platform, and Tripadvisor Rewards became a major catalyst in that transformation. I led the brand design with Koto, shaping the identity, voice, and overall system before bringing it to life in a multi-channel launch. The response was immediate. Members who claimed rewards were seven times more valuable, users earned over $5.5 million in Trip Cash, and more than 280,000 welcome offers were claimed in the first few weeks. In parallel, my team partnered with Product to rethink onboarding and refine key brand moments in the app so the experience felt genuinely on-brand and aligned with where the business was heading.