Laptop displaying a website titled “Experiencing Conservation” featuring an image of a desert building surrounded by palm trees and a navigation menu.

Travel Better Series

Client

Marriott Bonvoy

Services

UI/UX

Overview

The Charles Group was asked by Marriott Bonvoy to create a series of interactive articles showcasing selected locations. These locations were chosen to show popular tourist destinations that highlight local culture and its relationship to the land. By putting sustainability at the forefront of travel, we can experience the world more meaningfully.

Two phones showing Travel Better Series articles: Queen of the Desert and desert wildlife

Challenges

Marriott’s Wordpress system dictated how articles needed to be developed. This made it difficult to create truly unique pieces without building out a template. Although each story was distinct, it was critical to make design decisions that presented each essay as part of a series.

Map of Al Maha Resort in Dubai desert showing nearby attractions and landmarks

Desert wildlife and resort architecture: Arabian oryx, falcon, and sustainable building

Quote from Gerard Erasmus about gazelles at Al Maha resort swimming pool

Article cover showing Arabian oryx in desert landscape titled Return of the Arabian Oryx

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Solution

We developed a modular system that could be replicated throughout each article with customization options. Each story received its own distinctive art direction, establishing color selections and textures. To maintain consistency, a comprehensive style guideline formed robust typography and imagery rules that were used throughout each essay. The Travel Better series was nominated for a Shorty Award for branded content. This is the first time Marriott has immersed itself into interactive storytelling.

Laptop displaying Sustaining an Oasis article with desert wetland landscape