MarriottTransforming hospitality into deeply adaptive adventures.
Interaction, brand identity, and motionTo redefine hospitality by seamlessly integrating innovative technology and personalized experiences.
Identity NarrativeMarriott International is a global hospitality leader headquartered in Bethesda, Maryland, with a broad portfolio of over 30 brands and thousands of hotels across more than 130 countries and territories. Renowned for exceptional guest experiences, Marriott combines innovative technology and premium service, making it one of the most recognized and respected names in travel today.
ProblemThis rebrand helps Marriott envision a future where guests feel truly understood, cared for, and inspired at every moment of their journey. Users in the current state of the brand face issues with check-in delays, lack of personalization, poor app functionality, and comfort disruptions. This new vision aims to refresh the digital ecosystem to anticipate and adapt to each traveler's needs.
SolutionDevelop and promote both physical and digital room key cards. Expand digital key functionality to support Bluetooth unlocking via wearable devices, offering guests effortless, frictionless room entry triggered by proximity. Introduce in-room digital control panels or tablets that provide guests full command over services such as room cleaning requests, air conditioning, lighting, dining orders, and wellness features, creating a personalized and empowered stay experience.
LogomarkThe Marriott logo elegantly bridges the brand’s storied heritage with a fresh, contemporary sensibility. The central monogram “M” is drawn as a single, flowing line that loops and crosses itself, evoking the grace of a classic emblem. The supporting typography is refined and spacious, with “EST 1927” and “SINCE BETHESDA” anchoring the logo in its historical roots.
Interface DesignThe new interface for Marriott’s consumer-centric audience empowers every guest with effortless access. From sustainable choices to tailored comfort at the touch of a button, the app introduces phone and tablet access to personalize your room. Users can also request services or find experiences near them to try during their stay. Together, these features make every stay unforgettable, intuitive, and inspired.
Identity ConceptMarriott has stood for one simple truth: hospitality matters. This is Marriott for the next generation. Where timeless values meet seamless experiences. Where every stay feels distinctly yours.
Special ThanksInstructor: Gina Park