Marriott Bonvoy
Award: Wood Pencil
Wood Pencil / Branding / Naming / 2020
Marriot International needed a name to register in 100+ countries, trademark globally, stand out in the loyalty landscape, and inform the programme’s nomenclature system, including a suite of new credit card offerings. Bonvoy – meaning good travel – not only evokes a warm salutation, but makes a vast, multifaceted offering feel effortless and inviting, and presents more like a companion than a currency.
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