JW Marriott - Global Rebrand

Stay Rested. Stay Mindful. Stay Centered. Stay Sharp. Stay Dreamy. Stay Relaxed. Stay Human. Stay Nourished. Stay in the Moment. Stay in the Marriott. At 160over90 we created hundreds of lines for the Global audience to set up the Luxury & Wellness Hotel to do Mr. JW Marriott proud. Some beauties were Stay in The Moment, This Must Be The Place. And Destination Happiness. My role was tirelessy writing lines and visuals for the presentation and testing phase with the New York, Hong Kong and London team. My Chinese partner in crime April Zhang crafted the potential lines and descriptions for the Chinese market. An artform in itself, where the nuances of language doesn't allow for a simple direct translation. The line Stay in The Moment resonated, and would later be adopted for an incredible film created by the team over at 160over90 after I'd departed.

Theresa Monahan and Mila Golubov and their team at 160over90 created a beautiful film 2 years in the making, where the line Stay in the Moment became part of that Global campaign. Click image below to watch their film.

A fun early look at where we felt the brand could go with a line that had long legs, The Art of Wellfulness. Which became the Art of Mindfulness. I like it. A lot. And if we were brave enough, the whole campaign shot in black and white would look incredible.

↑Back to Top