The Task
Bring together three different brands under the umbrella of one identity and simplify the shared product offering to provide clarity in product for consumers.
Positioning
Abound by Marriott Vacations is the gateway to a life fulfilled; the portal by which one can experience their best vacation ever. The positioning ‘More to Life’ connects to a deep longing for the moments that matter most. It’s delivering on a promise to oneself to take a well-deserved break, and to embrace rest and replenishment.
Visual Identity
The curve is a consistent element apparent in quintessential vacation travel scenarios, activities, destinations and experiences. The subtle differentiation of the ‘A’ with the curved line is a nod to “connection”, representing a bridge between a current and future state of the brand that preserves everything that is unique and valuable.
