JW Marriott
Rebrand (My role: Lead Brand Director, Design Director) Here you’ll find a culture, and a people, determined to remove obstacles, literally and figuratively. Leaving guests with the quiet they need to think about and focus on what is most important. The idea of Quietly Powerful has influenced all aspects of the JW Marriott brand voice. With the visual identity, we challenged ourselves to create a look that is cohesive across the brand yet indigenous to each property. We began the rebrand with the Griffin. The Griffin is a majestic yet powerful creature. We detailed the icon in a way that reflects the articulation and craftsman-like service found at JW Marriott hotels. We also created a core brand look expressed in black and white with an elevated approach to photography work not often seen in the hospitality industry — clean, open, simple, without clutter. Then, for each property, we used a controlled color palette based on local culture/ environment, and photo subject matter that expresses local flare.