Marriott International — Property & Destination
A personal touch for a global brand
Background
As the world’s largest hotel chain, Marriott International is continually anticipating their customers’ changing needs by offering new brands and services and expanding to new regions. Before opening their new Hong Kong Ocean Park Marriott Hotel, Marriott engaged BrandCraft to create a campaign for their in-house wedding events in Hong Kong.
Challenge
While wanting to showcase their exquisite weddings venues and services, Marriott also needed to communicate that Marriott Weddings offer every couple a unique, personalized experience. The campaign would need to speak to couples who are looking to add a personal touch to their weddings.
A wedding at Marriott is not just any wedding: It’s the beginning of your special journey, a day that is uniquely yours. Being able to personalize your wedding is a way for you to say, to all you invited guests, this is us. Marriott Weddings makes that possible.
Strategy
Working closely with Marriott, BrandCraft developed concepts for an elegant, organic identity system and visual language that could be used across the brand’s multiple touch-points.
We also concluded that the brand needed to do two things at once: To convey Marriott’s wide range of offerings, exquisite venues and catering services, while also drawing on Marriott’s long-standing and recognizable brand. The final product would need to strike the balance between the traditional and the modern, the exquisite and the subtle, the professional and the authentically personal.
Expression
To convey the bespoke offerings that Marriott provides, the Marriott Weddings’ ‘MW’ logo was given a gentle, personal aesthetic. The logo, which appears in white, is designed to feel personal and elegant and light.
A memorable brand message was also created to remind customers of what Marriott Weddings are all about: Be inspired. Be extraordinary. Be you. Short, sweet, and easy to remember.
A series of marketing materials was developed for the new brand, ranging from brochures and sales kits to invitation templates.
To give the invitations and other materials a subtly exquisite look, we used a special UV ink on all the printed materials. This gave a premium, translucent and textured look and feel to the wedding invitations, sales kits and other marketing materials.
