AC HOTELS BY MARRIOTT - BRAND & PHoto GUIDELINES

THE BRIEF

Define the visual brand identity and standards for AC Hotels' U.S. market launch following Marriott's acquisition of 90+ European properties. Challenge: Translate European design sophistication for American audiences while establishing scalable guidelines for rapid expansion across diverse markets and property types.

MY ROLE 

Art Director | Marriott In-House Creative Agency 

• Led visual brand development working directly with brand manager and project manager, representing creative agency 
• Defined comprehensive creative standards including logo usage, color palette, typography, photography style, on-property design standards, and print/web applications 
• Developed photography guidelines establishing visual tone for modern, urban lifestyle positioning targeting business travelers and millennials 
• Created brand guideline deliverables in printed folio format and PDF for global distribution to existing and new properties

THE STRATEGY

The strategic challenge was differentiation within Marriott's portfolio while honoring AC Hotels' Spanish heritage. My approach centered on positioning AC Hotels as "accessible European sophistication"—modern, minimalist design that felt premium but not pretentious. I focused on creating flexible guidelines that established strong visual consistency (critical for brand recognition during rapid expansion) while allowing properties to adapt to local markets. Photography direction emphasized clean lines, natural light, and urban lifestyle moments that appealed to millennial business travelers without alienating traditional guests.

THE EXECUTION

Worked collaboratively with designers, brand and project managers to define all visual brand elements from logo usage through on-property signage. Developed comprehensive photography guidelines establishing lighting style, composition principles, color treatment, and subject matter that reinforced modern, European aesthetic. Created detailed standards for print and web applications ensuring consistency across all guest touchpoints. Designed brand guideline deliverables in both premium printed folio format (for property leadership) and PDF (for operational teams), making standards accessible and usable at all levels.

THE IMPACT

• Differentiated AC Hotels within Marriott's portfolio — Created distinct visual identity that established brand recognition and positioned AC Hotels for U.S. market success, enabling expansion from 90 European properties to 265+ global locations
• Drove brand consistency at scale — Guidelines adopted by all existing and new properties, ensuring cohesive guest experience across diverse markets during aggressive growth phase
• Built enduring brand foundation — Scalable visual standards continue guiding AC Hotels' urban lifestyle positioning over decade later