Liliya Spencer.

Signature Dining, Sydney

IHG’s dining membership for two InterContinental hotels in Sydney - one shared website, two sets of collateral, and the restaurant campaigns behind both.

Group
InterContinental Hotels Group (IHG)
Hotels
InterContinental Sydney; InterContinental Sydney Double Bay
Programme
Signature Dining
Role
Designer and front-end developer
Scope
Collateral, responsive website and members’ portal, EDMs
Focus
Restaurants and bars
The Signature Dining website for InterContinental Sydney and Sydney Double Bay

The programme

Signature Dining is IHG’s food-and-beverage membership programme - InterContinental Hotels Group, the owner of InterContinental, Crowne Plaza and ANA Crowne Plaza among others. It is not one club: it is one programme rolled out property by property, each hotel with its own site, its own card and its own campaign calendar, all recognisably the same thing.

Sydney was the pair: InterContinental Sydney and InterContinental Sydney Double Bay, two hotels in one city sharing a single membership and a single website - Café Opera and The Cortile at one, Stockroom, Stillery and the Rooftop at the other.

What I did

The collateral for both hotels, the website they share, and the email campaigns that keep a dining membership alive between visits.

I designed the site and built it myself, responsive, in HTML, CSS and JavaScript, including the members’ portal behind the public pages and the sign-up form that feeds it. The EDMs were hand-coded the same way and checked on mobile before every send.

One site, two hotels

The design problem in a shared site is whose brand is in charge. Both hotels are InterContinental, but Double Bay is a bayside retreat and the city hotel is a sandstone landmark - so the home page introduces the programme once, then splits cleanly, and each hotel keeps its own entry point, its own photography and its own member area.

The Signature Dining membership sign-up form
The join form. Free membership only works if signing up takes less time than reading about it.
Table tent for InterContinental Sydney with a QR code to join Signature Dining
The table tent does the recruiting: a diner is already sitting in the restaurant the membership is about, so the QR code is the whole call to action.

The campaigns

Monthly sends across both hotels’ restaurants and bars: seasonal menus, high tea, wine offers and member-only reductions, each carrying a price, a date and a booking route.

Full collateral board for InterContinental Sydney Double Bay, showing the complete Signature Dining set
The full set on one board - card, carrier, certificates, table tents and the print specification behind them.

Outcome

Signature Dining ran at both Sydney hotels off one site and one system, with the collateral in the restaurants and the campaigns in the inbox.

The same programme ran across IHG’s Japanese properties in parallel - four hotels, localised into Japanese.

Get in touch

Tell me what you’re building.

I’m open to a role where design owns something: the research behind it, the system underneath it, and the people doing the work. Singapore-based and a permanent resident here.

spencerliliya@gmail.com Download CV