JW Marriott Phu Quoc — POSM & Print Materials

• Staying true to a global brand standard: JW Marriott operates under a rigorous brand guideline system — the challenge was to design creatively within that framework while still giving each piece its own distinct presence.
• Diverse touchpoints, diverse purposes: From the lobby to restaurants, bars, and event spaces, each area calls for a different tone and function — every piece of collateral needed to feel right in its specific context.
• Balancing elegance with function: Materials needed to look beautiful, but never at the expense of clarity — guests needed to grasp the message instantly, without aesthetics getting in the way of information.
• Designing for real-world production: Every design decision had to account for material choice, print technique, and Phu Quoc's coastal climate (humidity, sun exposure, sea breeze) to ensure lasting durability and display quality.

1. Seasonal & Event POSM

Chiic Digital developed a series of promotional materials built around seasonal and event-driven culinary and beverage programs — from recurring occasions like Halloween to cocktail, afternoon tea, and dining experiences held throughout the year. Each campaign carries its own story and visual language suited to the occasion, while staying rooted in JW Marriott Phu Quoc's overall brand identity.

2. Multi-Outlet F&B Collateral

Designed posters and communication materials for multiple restaurants and bars across the resort, as well as collaborative programs with culinary experts and Marriott's broader network of partners. Each piece is tailored to the character of its respective venue, while maintaining consistent visual quality and a shared sense of refinement.

3. Themed Festive Collateral

Developed multi-page booklet materials for major seasonal celebrations, combining illustration, decorative patterning, and layered layouts to present a full picture of the resort's dining and wellness experiences — designed to feel more like a keepsake experience guide than a standard flyer.

4. Recurring Internal Publications

Designed magazine/journal-style publications released on a regular cadence, bringing together culinary updates, promotions, and brand storytelling in a creative editorial format — making information feel engaging rather than purely transactional. Across the full system, every piece was built with flexibility in mind — easy to update and reuse for recurring programs, while consistently upholding JW Marriott's brand standards in every detail.