After merging with Starwood Hotels to become the world’s largest hotel portfolio, Marriott International engaged Mother Design to create a new global loyalty brand with a substantial challenge: combine Marriott Rewards, Starwood Preferred Guest, and Ritz Carlton Rewards under a new name and identity, and connect 100 million members, 30 brands, and 6500 properties worldwide.
We created Marriott Bonvoy, an elegant yet intuitive guide to the Marriott portfolio. The name Bonvoy evokes travel and salutation, and was born from an extensive process of global linguistic and cultural exploration.
The identity was engineered to be equal parts efficient and inspiring, making it easy to get the most out of a world of travel opportunities. The horizon-inspired logo becomes a dynamic nucleus of the brand, informing a variety of gestures that make connections, highlight information, and encourage movement.
Client: Marriott International
Agency: Mother Design
Creative Directors: Michael Ian Kaye, Jason Miller
Design Directors: Matt Van Leeuwen, Jess Yan
Designers: Ross Gendels, George Lavender, Vanessa Hopkins
Strategist: Spencer Gervasoni
Account/Project Manager: Danielle Horanieh