Marriott ExecuStay rebrands

New York, NY – For 10 years, Marriott International’s ExecuStay has been a leading provider of extended stay housing for a diverse customer base that spans corporate, insurance, and government segments.

To help the brand sustain relevance in today’s marketplace, ExecuStay engaged Dragon Rouge, the independent global brand and design consultancy, to develop a new brand positioning, associated tagline, and visual identity.

Through stakeholder workshops, management interviews, and customer validation, Dragon Rouge identified an optimal brand positioning. Verbally, the brand positioning is brought to life through a new tagline, ‘Staying Ahead’. Visually, it is embodied in a new logo and identity system.

“ExecuStay serves a customer base with a wide range of needs,” says Eric Zeitoun, President of Dragon Rouge USA. “Through a positioning that encompasses both performance and stability, we enabled ExecuStay to address these needs.”

“We reflected the concept of stability in a new logotype that’s modern and crisp, but also solid and grounded,” says Marcus Hewitt, Chief Creative Officer of Dragon Rouge USA. “Meanwhile, the vertically oriented ‘S’ injects a sense of motion and dynamism, adding a performance dimension that’s essential to business segments.”

“This new look is the perfect way to celebrate our 10th year as a Marriott brand,” said Adam Sherer, vice president, Marriott ExecuStay. “The new logo and tagline are fresh and energetic. They complement the direction our brand is taking to meet our clients’ and guests’ needs.”

Dragon Rouge is the largest independent brand and design consultancy with offices in New York, Bangkok, Dubai, Hamburg, London, Paris and Warsaw. The firm shapes brands along their entire life cycle (from innovation to creation) by applying its philosophy of entrepreneurial branding. Entrepreneurial branding is a mindset that recognizes that marketers need to challenge the status quo in order to create long-standing value creation.

Marriott ExecuStay offers guests of 30 days or more the spaciousness and privacy of a furnished apartment or residence. Monthly rates include utilities, cable, wireless and high-speed Internet access, and 24/7 customer service. Apartments are furnished with or include Elite Dreamer bedding, television, DVD player, full kitchen including essential cookware, bath linens and laundry facilities. Guests can enjoy the added benefit of earning Marriott Rewards points, the company’s award-winning frequent travel program. In addition, the ExecuStay Insurance Housing Solutions division provides temporary housing for those impacted by unforeseen events. Marriott ExecuStay is part of Marriott International’s extended-stay lodging portfolio, which also includes Residence Inn, TownePlace Suites and Marriott Executive Apartment.