overview
We helped launch Moxy as a new kind of innovation within Marriott’s portfolio: a brand built to meet the needs of modern travelers. Our work established a scalable experiential program that turned each property into its own expression of the brand through culture, community, and play.
Say: Campaigns & Media
Art Direction & Copy
Photo, Video & Motion
Content Production
Influencer & Partnerships
Be: Branding & Consulting
Research & Insights
Visual & Verbal Identity
Brand Positioning
Do: Products & Experiences
Cultural Programming
Challenge
Marriott set out to bring Moxy from Europe to the U.S. and capture a new generation of millennial travelers. The challenge was to build a global identity that could scale fast while proving that affordable could still mean stylish, social, and bold. How do you grow a brand worldwide without losing the spark that made it worth sharing?
Solution
Making a hotel chain feel like a cultural movement. We reimagined Moxy’s brand from the ground up, shaping its creative strategy, tone of voice, and visual identity into a globally scalable system that kept its local energy intact.
The Brand Book became a blueprint for activation, defining how Moxy looked, spoke, and came to life across markets through photography, editorial direction, and in-room experiences. As the brand expanded from Europe to the U.S., we built an Activation Playbook that helped each property feel distinct while staying true to the master brand. Internal workshops like the Moxy Tissues Session shaped its creative foundation, while activations like Drag Bingo and Bedtime Stories—an in-room audio feature voiced by local creators—brought the “Play On” spirit to life. Together, these touchpoints built a brand that felt both global and deeply personal.
outcome
unified & playful identity system for Moxy
playbook established as the creative and operational blueprint for scale
hotels launched globally
city photography system defined to guide consistent storytelling
