Marriott Associate Design System
The Marriott Associate Design System is a comprehensive framework developed to create cohesive, scalable, and user-friendly digital experiences across Marriott International's diverse portfolio of brands. The design system is designed to support business, engineering, and design teams in developing tools and experiences that empower Marriott associates to deliver exceptional guest service.
- Brand Identity
- Web Design
- Art Direction
- Interactive Prototyping
- Content Production
- Digital Product Design
- Digital Design System
- Client: Marriott
- Collaborators: Deloitte Digital
Consistency & Brand Flexibilitiy
The design system we built was highly adaptable, supporting both dark and light themes and accommodating the diverse visual identities of Marriott's unique brands. Sophisticated style logic allowed the system to flex across distinct visual systems, ensuring each brand maintained its unique character while achieving consistency. This approach provided a cohesive look and feel across the entire portfolio, aligning with the overarching brand strategy.
A foundational pillar of the design system was its native support for both dark and light themes. This was a critical architectural decision, driven directly by the operational realities of a global hotel company. For hotel associates working at all hours of the day and night, the ability to switch between themes is essential for reducing eye strain and maintaining focus. By providing this flexibility, we ensured a comfortable, accessible, and legible viewing experience that adapts to any work environment, from a brightly lit front desk to a dimly lit back office in the middle of the night.
Building upon that flexible foundation, our central challenge was to support the unique visual identities of Marriott's 30 distinct brands. Each brand possessed its own signature typeface and established color palette that are essential to its character. We therefore engineered a system that could faithfully reflect each brand's individual expression while upholding the crucial requirements of usability, maintainability, and a clear visual hierarchy across the entire portfolio.
Marriott Bonvoy Integration
The design system ensures that Marriott's loyalty program, Marriott Bonvoy, is seamlessly integrated into digital products. This includes incorporating brand elements and ensuring a consistent experience across all touchpoints, enhancing brand recognition and loyalty.