"Uniquely Renaissance"

Marriott was looking to craft a brand identity and experience for their Renaissance Hotels & Resorts that would appeal to a psychographic segment of frequent business travelers -- "experiential discoverers." These were guests who sought out richer, more engaging, memorable, and localized experiences whenever they traveled.  We learned through research that they were disproportionately loyal to brands that fed their desire to discover and experience new things. The identity and brand voice system we created married classic details with hand-drawn characteristics and a healthy dose of "breadcrumbs and easter eggs" that would pique and reward their innate curiosity.