South Beach Lifestyle

The loyalty programme of JW Marriott Singapore South Beach - eight restaurants and bars, a spa, and the card that opens all of them.

Sector: Luxury hospitality
Client: JW Marriott Hotel Singapore South Beach
Programme: South Beach Lifestyle (also carried as jwsouthbeach)
Role: Designer - collateral, interface and campaigns
Scope: Collateral system, print production, website, app interface, EDMs
Focus: Restaurants, bars and spa

The full South Beach Lifestyle membership package: wallet, card, certificates and collateral

The programme

South Beach Lifestyle is the loyalty programme of JW Marriott Hotel Singapore South Beach - a card covering the hotel’s whole food-and-beverage floor plan and its spa.

It runs under two marks, which is a condition of the work rather than an inconsistency: the wallet and the website carry jwsouthbeach, at jwsouthbeach.sg, while the launch collateral announces the programme by name as South Beach Lifestyle in a gold script. Both had to come out of the same system.

The venues

Eight of them, each with a character of its own:

Akira Back
Beach Road Kitchen
Court Martial Bar
Tonic
Cool Cats
Fish Pool
Madame Fan
Stags’ Room

Plus the hotel’s spa. A Japanese-Korean fine-dining room, an all-day buffet, a cocktail bar in a former military courthouse and a jazz lounge do not share a tone of voice - so the club’s identity had to be the neutral ground between them rather than a style imposed on top.

What I did

The collateral system - wallet, card, billfold and the membership package - through print production; the website; the app interface; and the email campaigns, hand-coded in HTML and CSS and checked on mobile.

The mark itself is the hotel’s own device: the sculpted wave of the South Beach building, set beside the wordmark. Borrowing the architecture rather than inventing a logo is what let one card sit credibly in front of eight very different rooms.

The South Beach Lifestyle membership wallet — The wallet.

The South Beach Lifestyle billfold presented with the bill — And the billfold, which is where the club recruits: a guest is already in one of the eight venues when they read it.

The website and app

The site leads on the building - the South Beach towers at dusk - then goes straight to the venues, because the venue list is the product. The app carries the same thing into a pocket for the moment a member is deciding where to eat.

A venue page from the jwsouthbeach website — Venue pages - one per restaurant and bar, each allowed its own photography.

The South Beach Lifestyle app interface — The app, for the decision made standing in the lobby.

The campaigns

Eight venues and a spa generate a lot of calendar. The sends had to carry a specific offer at a specific venue without the club’s own identity drowning the restaurant’s.

Outcome

South Beach Lifestyle shipped as a complete club - collateral, website, app and an ongoing campaign programme across eight restaurants and bars and the spa.