/success story

The hotel collection

BUILDING common brand

THE CHALLENGE

To unravel the complicated history of The Hotel Collection which had been managed by a number of different holding companies since its inception in 1994 as Paramount Hotels.  Clarity was commissioned to find meaning and establish a common brand platform with which The Collection could move forward.

The Results

New coherent style

across the entire group

Multiple platforms

with creative solutions

THE Approach

Clarity set about defining the corporate identity 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.

Clarity 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 distinctive experiences.

We worked on delivering a team culture that would enable the brand promised to become a genuine customer experience.

The development of brand guidelines was key in implementing the identity throughout the estate.  This identity needed to retain its integrity even though multiple contractors of differing ability were involved.

The Clarity design team produced a consistent style across multiple assets, promoting different products and services to numerous 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 developed to bring 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.

Thanks to Clarity, The Hotel Collection is now a recognisable group of hotels.

FURTHER READING

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