The Hotel Collection had a long history of being managed by different holding companies since its inception 1994 as Paramount Hotels. As a result there was a complicated history with multiple stories that needed to be carefully unwoven. Clarity was commissioned to find meaning and establish a common brand platform to move forward with.
We set about defining the identity system and brand culture to be rolled out throughout the estate.
As the estate primarily consists of beautiful listed stately homes which sit alongside more modern properties, it was clear that what The Hotel Collection offered was a unique experience with every stay wherever you chose to visit.
We created bespoke tiles based upon the unique history and architecture of the individual hotels, that when combined show The Hotel Collection as one brand made up of many independent experiences.
Clarity worked on delivering a team culture that would enable the brand promise to become a genuine customer experience.
The development of brand guidelines was key in implementing the new identity throughout the estate. It needed to retain its integrity even though it was being handled by multiple contractors of differing ability.
The Clarity design team produced a consistent style across multiple assets, promoting different products and services to multiple audiences.
Sympathetic signage and way-finding systems were designed to help guide guests throughout the hotels.
We developed touchpoints with the defined brand tone of voice, which was grown around the intention of bringing comfort and a warm smile to guests.
Delivering positive impressions wherever possible in subtle but engaging ways.
Digital experiences were personalised to lay a unique and positive impression on guests.
The development of The Hotel Collection's business solution was part of Clarity’s remit. We helped develop a best in class proposition that would give the brand real stand out in the MICE sector.
Clarity delivered a variety of tactical campaign templates to align with core brand assets.
Throughout the project Clarity delivered creative solutions across multiple platforms, from digital to print. All of which showcased the coherent style defined early in the project.