Howard Johnson | Game Shop Front Desk Signage

The Brief
As part of an initiative to bring Howard Johnson’s family-friendly positioning to life, we developed a pilot program to sell travel-sized board and card games at hotel front desks. The challenge was to create engaging point-of-sale signage that would capture guests’ attention, clearly communicate the offering, and tap into HoJo’s nostalgic, mid-century heritage while feeling fresh and relevant to today’s traveling families.

The Solution
I created a playful, retro-inspired sign built around the headline “Turn Down Time Into Family Time.” Drawing inspiration from Howard Johnson’s iconic mid-century aesthetic, the design combines bold typography, vibrant orange and turquoise colors, atomic starbursts, and a nostalgic illustration of a family playing UNO.
The messaging was intentionally simple, positioning the games as a fun way to spend time together, whether relaxing at the hotel or heading out on the next adventure. A clear call to action directs guests to the front desk to explore available games from Hasbro and Mattel.

The Craft
I combined AI-assisted image generation with traditional graphic design, using AI to develop the central family illustration and Adobe Illustrator and InDesign to create the custom HoJo Game Shop identity, typography, layout, and final production-ready signage. The goal was to blend emerging creative technology with hands-on design to produce something that felt authentic to the brand.

The Result
A distinctive, guest-facing promotional piece designed to support a new ancillary revenue opportunity while reinforcing Howard Johnson’s commitment to family-friendly experiences. The finished creative connects the brand’s nostalgic roots with a modern guest experience, turning an everyday front desk interaction into an opportunity for families to play, connect, and make memories.