BRAND REDESIGN

The Luxury Collection 

DATE:     2019 - 2020

"Our Mission is to guide our guests on transformative journeys that touch their spirits and enrich their lives."

CLIENT:   The Luxury Collection 

ROLE:     Creative Direction | UX 

AGENCY: Marriott International

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The Luxury Collection weaves a highly immersive narrative that guides the guest through the travel experience. While rich and evocative, the tone of voice is never too ornate or convoluted. Utilizing a tone that is more formal than familiar, the language should always engage the seasoned traveler who craves the authentic. 

AUTHENTIC

Matching the insight, experience and expectations of the seasoned traveler, the tone of voice is credible, trustworthy and knowledgeable, highlighting the unique local cultures, customs and traditions of each distinct locale and property. 

STORYTELLING

Rooted in the indigenous experience of each destination, the tone of voice is meant to transport the guest through evocative storytelling, vivid descriptions and engaging narratives. 

DEFINITIVE

Providing exhaustive and thorough insight into every aspect of the journey, the tone of voice clearly communicates information, leveraging our expertise and our position as the Destination Authority. 

CREATIVE DIRECTION

In 2019, the brand team re-branded The Luxury Collection and wanted to re-design the brand site to reflect this new look and feel. They wanted a more clean and editorial look to their site, with focus on the visual. We worked with an external design agency to make design of this site come to life. My role within the project was to ensure the design was matched with the brand's style and carried through the new colors and fonts on this site and through out their entire ecosystem, in conjunction with the Digital Standards Team.

FONTS

BRAND FOUNDATION

DIGITAL BRAND PALETTE

DIGITAL STANDARD PALETTE

HOMEPAGE

The Luxury Collection