Marriott set out to launch StudioRes, a new extended-stay hotel concept designed as an affordable “home away from home” for families and long-term travelers. The brand required a foundational logo and identity system that would communicate comfort, practicality, and flexibility while fitting seamlessly within Marriott’s broader portfolio architecture. The assignment was internally competitive, with senior designers across the agency submitting proposals.

I developed the winning identity concept, titled Comfort Capsule. The logo features a rounded sans-serif wordmark enclosed within a soft capsule shape — a visual metaphor for comfort, ease, and the feeling of a space that fits just right. The process required extensive iteration and refinement, incorporating detailed feedback from Marriott’s creative and legal teams to ensure distinctiveness, scalability, and long-term viability across physical signage, digital platforms, and branded materials.

The final identity was approved and adopted as the official logo for the StudioRes brand. Groundbreaking has since taken place, and the identity is currently live on Marriott’s website, promoting the first location in Fort Myers, Florida. What began as a competitive internal pitch evolved into a lasting brand mark within one of the world’s largest hospitality portfolios.