JW Marriot

Brand Extension x Art Director

JW Marriott Marco Island needed a new adult-exclusive enclave, Paradise by Sirene, to feel distinctly serene and exclusive while staying connected to the JW Marriott name guests already trust. The identity was built on the existing JW Marriott foundation for continuity, then given its own signature mark, expanded color palette, and curated image library to set it apart. Messaging guidelines, developed with my copy partner, kept the offering's tone elevated and distinct across every touchpoint, extending into a full suite of collateral from in-room materials to marketing assets. The result was a sub-brand identity with the visual and verbal distinction to stand on its own, while remaining unmistakably JW Marriott.

B2B Brochure