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.

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.

 
 
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A personal touch for a global brand

Working closely with Marriott, BrandCraft developed three concepts for an elegant, organic identity system and visual language that could be used across the brand’s multiple touch-points.

Marriott ultimately chose our boldest concept: One that built on the original campaign idea but expanded it into a broader, global brand. The original campaign was intended for Marriott’s hotels in Hong Kong only. The final concept was more ambitious and international in reach, appealing both to customers in Hong Kong and Marriott’s many loyal customers in other countries.

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 strike the balance between the traditional and the modern, the exquisite and the subtle, the professional and the authentically personal.

 
 
 
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Be inspired. Be extraordinary. Be you.

To convey the bespoke offerings that Marriott provides, the Marriott Weddings’ ‘MW’ logo was given a gentler, more personal look by using a handwritten font. The logo, which appears in white, is designed to feel personal and elegant, subtle 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.

Visually, the identity evokes a sense of subtle elegance by drawing on elements from nature. After testing different organic pattern designs, we chose a wave-like pattern that conveys central aspects of a wedding day: movement, flow and change. The pattern adorns the brochures and other printed materials, giving them a light and natural look.

Finally, we created an elegant palette that would be both modern and classical. Using white and pastel pink with hints of light metallic purple, this palette offers something unique and is also designed to move beyond the most traditional wedding colors in Hong Kong (silver, gold, red).

Like the brand overall, the palette is created to evoke natural elements and is feminine in an understated way. It also reflects Marriott Weddings and its offerings by blending romance (white and pastel pink) with a splash of uniqueness (light metallic purple).

 
 
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Communicating personality

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.

Subtly breaking the status quo while also preserving the classical and everlasting, the new global brand conveys the essence of Marriott Weddings: a promise to inspire, to make the extraordinary possible, and to evoke elegance and beauty with a personal touch.

 
 
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Client: Marriott International
Deliverables: Strategy, Identity System, Communications
Year: 2019

 
 
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