In the world of business, consistency is king. So when IHG asked Dagger to help establish their B2B sub-brand, my top goal was to establish a clear path to cohesive, sophisticated design. 

To meet this goal, I developed the overall branding, campaign assets and brand guidelines for IHG Business Edge. Not only did this endeavor entail ensuring alignment with the IHG brand ecosystem, it also included differentiation — not just from the parent brand, but amongst various audiences. To achieve this, I took a specialized approach to each segment. The result? High-class branding that uniquely resonated with audiences who book, plan and influence business travel for company employees.