From its inception, the TakeCare global employer brand represented a program focused on boosting awareness and overall engagement in physical wellness within its associates. However, the scope of the program grew to include a more holistic representation of well-being: better people practices, better engagement with associates throughout their Marriott International journey, and better alignment with Marriott's longstanding core values.
With TakeCare's broadened new mission, Marriott had a clear need to revitalize its existing visual brand representation to more effectively represent the program's evolving purpose, reinforcing its 3 primary foundational pillars – 'Me, You+Me, and We'.
We started off by exploring the current state of the brand, auditing its alignment with key organizational objectives for the program, and building a visual ‘gap analysis’ to help center our activity focus. We then moved forward into conceptualization and exploration of the mark, defining supporting typography and related visual shape play. Early on we established that we wanted an emphasis on the concept of holistic ‘Care’, balanced with a visual representation of the 3 core pillars.
Once we were able to successfully define the lock-up, we moved into broader brand design actives, including building out the style guide detailing usage rules, imagery, palette, applications, and extensions. Lastly, we moved into full brand activation mode, where we produced a broad spectrum of brand touchpoint artifacts that could be rapidly integrated into Marriott’s diverse set of global digital and print mediums.
Elevating a global employer brand that raises people-first culture and touches every employee across the 30+ global brand portfolio was truly a rewarding opportunity.
Ultimately, we were able to deliver a modern, simple, and clean visual approach consistent with that of a lifestyle brand attractive to younger audiences. Not only did the vibrant new primary TakeCare logo visually satisfy the needs of the program, it served as an extremely flexible and customizable (for international markets) brand platform with the gravity to support one of the most important internal brand initiatives within Marriott International overall.
TakeCare is a global employer brand for Marriott International that supports employee health and wellness.