Tripadvisor was evolving into a full end-to-end planning and booking platform, with Tripadvisor Rewards as a key driver. I led the brand design with Koto, shaping the identity, voice, and system, and brought it to life in a multi-channel launch. The results were immediate: members who claimed rewards were 7x more valuable, users earned $5.5M in Trip Cash, and 280K+ welcome offers were claimed in just weeks. My team also partnered with Product to refine onboarding and in-app brand moments, ensuring a cohesive, on-brand experience.