Engagement for TakeCare, the internal brand for employee health and wellness at Marriott, was steadily declining with the change in the modern workforce. Marriott places a huge value on keeping employees healthy, happy, and more productive. How can we make health and wellness appeal to the modern workforce on a global scale?
TakeCare was carefully and thoughtfully redesigned to appeal to the current and future worldwide workforce. Modern, friendly, and engaging were all key aspects of this global brand at Marriott to ensure connection with people of all ages and ethnicities. In addition to creating the branding, program design and several key assets were produced to help build the brand into the vision you see today.
Following this work, Marriott and the TakeCare team contracted our team for further internal branding initiatives — extending the visual system established here to additional programs and communications.
TakeCare is Marriott International’s internal brand for employee health and wellness — historically a physical wellness program that had grown into something much bigger as the company evolved. Engagement was declining: the workforce was changing, and the existing brand wasn’t connecting with a younger, more global associate base.
Working in collaboration with Perphic (a Tysons, VA digital agency), I helped lead a full rebrand spanning logo, visual identity, photography direction, and a complete design system — built to feel modern, warm, and inclusive across Marriott’s worldwide workforce.
I collaborated on the redesign of TakeCare’s new logo and defined the brand’s visual language — color, imagery, and overall aesthetic — translating Marriott’s three pillars (Me, You+Me, and We) into a cohesive identity that felt modern and inclusive across a global workforce.
From there, I helped build out the full brand system to support adoption: a brand book documenting the new visual styles, digital templates for future asset creation, and a curated image library combining stock and associate photography to represent Marriott’s genuinely diverse global workforce.
Photography was a core element in the overall art direction of the project, the photographs were chosen to convey multiple emotions, tones, services, and aspects of the brand all while representing a global diverse workforce. This allows all TakeCare content to be clear and concise while still maintaining a minimal/modern design aesthetic.
The new identity moves toward a modern, lifestyle-brand aesthetic — sleek and approachable rather than corporate. Strong visual emphasis was placed on “Care,” the program’s core value, reinforcing that TakeCare is here for you. The three dots in the mark represent TakeCare’s three pillars — Me, You+Me, and We — while their ellipsis form suggests momentum: more to come, connecting past, present, and future.
The deep violet hue was a deliberate choice, selected for its associations with optimism and forward-thinking — as the Pantone Color Institute describes it, a color that “lights the way of what is to come.”
The brand system extends beyond the core mark to sub-program identities — Hero Programs (ongoing, year-over-year initiatives) and Regular Programs (recurring events and activities) — each inheriting TakeCare’s visual language while maintaining its own distinct identity.
