CASE STUDY COPY Preliminary
Marriott International, Inc. ARCHITECTURAL INTERIOR SIGNAGE MARKETS SERVED: HOTEL AND MOTEL - LODGING PROJECT: MARRIOTT DETROIT AT THE RENAISSANCE CENTER COMPANY OVERVIEW
Marriot International is at the top of the lodging industry. The company is one of the world’s leading hoteliers with about 3,000 operated or franchised properties in more than 65 countries. Marriott’s hotel brands include full-service brands as Renaissance Hotels. Since its founding in 1927, Marriot International has grown to a Fortune 500 company with sales exceeding $12 billion and employees approaching 150,000. CUSTOMER CHALLENGE
Marriot International wanted to increase the overall functionality of their hotel signage and to better assist their guests in their navigation their hotel property in a more clear, complete and consistent-appearing communication system. ABOUT THE SOLUTON
Diverse ID was chosen because of our full service capabilities including wayfinding, design and project management expertise. And because we manage the entire project, Marriott International received consistency in the look, feel and quality of the product. Diverse ID also was able to provide a cost-effective Signage Master Plan process that effectively evaluated the unique needs of every Marriott property. PHASE ONE – RESEARCH AND ANALYSIS
In this phase we started the process with a site visit in order to gather as much information as possible regarding the property. As this project was a renovation, it was especially important to determine if there were any special challenges that needed to be addressed. During the site visit, we also verified that the floor plans were completely up-to-date and made additional measurements, where necessary, to ensure that signage will fit in the spaces designated or that there were no further limitations of the environment, visibility, and resources. From the floor plans, we identified all room names, floor levels, and amenities. Also included in this phase was a study of the pedestrian traffic flow patterns. We reviewed the various paths of the property guests to and from major entrances and destinations and studied major intersections and elevator locations for the determination of preferred locations. PHASE TWO – WAYFINDING PLAN
After Marriott’s approval on the preliminary recommendations, we finalized the wayfinding plan which included the following:
▪ Message Schedule – refers to each sign and its exact verbiage ▪ Location Plans – show the location of each sign we recommended for the property ▪ Design – layout of necessary signage needed for this property that is not included in the present standard system ▪ Terminology – creating consistency within the system (i.e. Ice and Beverages versus Vending) and recommended more ‘user-friendly’ terminology ▪ Fire Evacuation Requirements – included signs with evacuation maps for rooms and elevators as required meeting the Uniform Fire Code ▪ Codes – included signage that was ADA compliant with raised tactile copy and Braille where required and that was compliant with the Uniform Fire Code. We also included any area-specific signage that met codes specific to the locality PHASE THREE – DESIGN
We worked with the design group on the project to determine the best colors and materials to use on the property signs that would provide continuity of visual identity as well as engaged the guest and reinforced Marriott’s branding. We also worked closely with the design group on product design and fabrication in order to achieve the proper balance between design, durability, and functional flexibility; especially in considering future growth and changes to information or directions. Aesthetic consistency with existing signs was also taken into consideration in the overall Master Plan with respect to design, color, and fabrication. DIVERSITY
Marriott International has nearly doubled their spend with minority and woman-owned suppliers in the last five years. Last year, Marriott spent more than $500 million with diverse suppliers. As Marriott’s commitment to global diversity encompasses every business unit worldwide, Diverse ID, was able to provide a broad range of identity solutions from a single worldwide supplier that is a certified Minority Business Enterprise (MBE). SERVICE OFFERINGS
Wayfinding Design Project Management Fabrication PRODUCT APPLICATIONS
Architectural Interior Signage – Guestroom Package Total Signs: 7967 including guestroom numbers 1329 Guestrooms Material Specifications Standard MHR materials including in-room decals and Lexan signs Architectural Interior Signage – Public Package Total signs: 309
Material Specifications Panel Signs: Frosted green acrylic backer; Alumasteel metal laminate accent; Black cut-out acrylic letters Overhead Signs: Frosted green acrylic with black frosted crystal PSV copy. Selected signs were illuminated Room Identification & Informational Signs: Black acrylic backer with metal accent; Green glass acrylic face with Romark copy and standoff accents at each corner
