BRANDS:
Marriott Hotels & Resorts, Marriott Conference Centers & Marriott Apartments
CLIENT:
Marriott International
BACKGROUND:
Marriott International is the leader hospitality worldwide, managing a portfolio of over 6900 hotels.
Marriott was growing quickly, however, the brand family had lagged through marketing and experiences.
ACTION:
Meeting with the Vice President Global Marketing, Global Marketing & Sales and Mr. J.W. Marriott, Jr. and walked through a proposal to relaunch the marketing management. It was an approved development for the Marriott, JW Marriott and C-F-R-S-T brands, Marriott Rewards and support second tier brand services.
This involved many different brands, sub-brands, services and products. The goal was to simplify brand architecture.
The result would be mindful of Marriott Rewards and support one go-to website for all brands. A massive project creating a big impact.
“When anyone, anywhere sees the name ‘Marriott’ and believes it ensures a standard of quality, integrity and dependability, that’s an act of trust. We have built trusted brands over 75 years, and today we earn that trust with everything we do.” – J.W. Marriott, jr.
DELIVERABLES:
Analysis, Brand Architecture, Brand Strategy, Research, Logos and Sub-Logos, Design, Digital, Design System, Brand Guidelines, Stationery, Signage, Vehicles, Marketing Communications, Launch
LEARN MORE:
www.Marriott.com
ROLE:
Michael Thibodeau - creative director, strategist and lead manager working with Marriott International, FutureBrand, McCann-Erickson Worldwide