Case Study: Marriott Bonvoy reimagines global loyalty with Mother Design

Marriott Bonvoy unifies 100 million members with Mother Design

Marriott International engaged Mother Design to create a new global loyalty brand following its merger with Starwood Hotels. The substantial challenge was to combine three distinct loyalty programs—Marriott Rewards, Starwood Preferred Guest, and Ritz-Carlton Rewards—into a single identity that could connect 100 million members and represent 30 hospitality brands across 6,800 properties worldwide.

Mother Design delivered a comprehensive solution including brand strategy, naming, and a full brand identity system. The new name, Marriott Bonvoy, evokes the spirit of travel, while the identity system, featuring a "sunrise" logo and a versatile "connector" symbol, was designed to feel both premium and accessible. This reimagined brand successfully unified the massive portfolio, setting a new standard for loyalty by positioning itself as a trusted travel companion rather than just a currency-based rewards program.

Marriott Bonvoy