In an effort to turn the vanilla business-travelers hotel into a global destination full of exciting brands and experiences, the new identity’s primary goal was to modernize Marriott Hotels. Beginning with the core “M,” this new brilliant platform and identity campaign highlighted the technological advances of the new Marriott spaces through a soft and modern brand package.

The identity also informed in-room decisions in a highly collaborative process between design and the hotel’s architects. Larger gestures like wallpapers with the custom topographic maps all the way down to beautifully designed toothbrushes, this brand direction fully considered the traveler's experience.