Marriott - Purposefully Wonderful
Purposefully Wonderful celebrates the Japanese art of intentional living — where true relaxation comes from knowing every detail is thoughtfully planned. Through serene visuals and refined storytelling, Marriott Hotels highlights how every moment of a stay unfolds smoothly, just as intended. No surprises, no chaos, only calm design, and purpose. Because at Marriott, everything wonderful happens by design.
Lead Designer: CJ Goh + Paolo Escueta
Senior Creative: Eve Aw
Category:
Brand Campaign
Client:
Marriott
In Japan, true relaxation doesn’t come from doing nothing — it comes from knowing everything has been thoughtfully considered. Every moment, detail, and experience unfolds exactly as it should — quietly, beautifully, purposefully.
At Marriott, every stay is “Purposefully Wonderful” — not by accident, but by design.
Audience:
Affluent Japanese travelers (30–50) who value calm, routine, and thoughtfulness in experiences. They see relaxation as harmony between planning and enjoyment.
Positioning:
Marriott isn’t spontaneous luxury — it’s curated calm. A place where everything feels right because it’s all been thought through — just like how the Japanese love to plan their lives.
Tone:
Serene, deliberate, elegant. No flash. Minimalist visual language with soft, cinematic textures.
