I lead the design of the toolkit of styles, patterns and guidelines that allowed Marriott to instill a cohesive brand aesthetic across each touchpoint, whilst catering for a wide variety of cultural contexts from the US to Taiwan.

The visual language I designed was to be the basis for a global redesign of the Marriott digital touchpoints. This informed all of the choices I made, from the typeface (with huge international character set) to the colour scheme (designed to complement a range of secondary, region-specific secondary colours).

A number of variations on the theme were developed to cater for differing cultural contexts, from the familiar warmth of the US visual language to the luxurious sheen of the Chinese version.

To gain internal buy-in and help generate momentum we held regular show and tell sessions with the team in Washington DC, inviting Marriott staff to come and see how the work we were doing was going to help the business achieve their objectives.