When Hertz partnered with GALE they recently survived bankruptcy and were a victim of the pandemic’s harsh impact on the travel industry at large. GALE needed to evolve and innovate the entire Hertz CRM system, enhance their loyalty communications, and mature their use of data, to become the brand consumers choose to travel with. I worked with the Creative Director and Senior Art Director to refresh the visual design and component library to enable personalization at scale to ensure all communications stayed agile and relevant.