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Clarity enters the next integration phase with brand overhaul


Clarity unveiled a major brand overhaul on June 17, 2024, integrating the cultures and values of its acquisition, Agiito, to reflect a unified travel management identity.

As part of Clarity’s long-term business strategy, the TMC has undergone a major brand overhaul which was unveiled on 17 June 2024. Clarity, which acquired award-winning UK TMC Agiito in October 2023, is on a continued journey to integrate the two businesses and brands into one that represents the combined cultures and values of both the businesses.

“Since October 2023, we’ve been working on bringing the best of both Clarity and Agiito together. In doing so, we’ve learned so much from one another along with identifying many similarities. At the heart we learned that our people, culture, products, and services are closely aligned but have evolved to represent far more than a traditional Travel Management Company.

We are a business that enables valuable human connections, so made the decision to combine our Agiito brand into Clarity with an overhaul of the look, personality and tone of the Clarity brand at the same time. This rebrand represents a major milestone in our overall roadmap as we continue our journey to integrate the two businesses,” said Pat McDonagh, Chief Executive Officer.

Created largely in-house by their marketing team and spearheaded by their Creative Director Toni Nickson, the new brand comprises refreshed brand identity, website, tone of voice, and overall enhanced aesthetics.

Neal Poole, Director of Marketing for Clarity, said: “After a detailed process of discovery and ideation, including workshops with our people and customers, we’ve refreshed the Clarity and Brighter brands. The result is two distinct brands working harmoniously together, aligning our individual legacies, who we are and what we stand for as a united business.”

Customers, partners and other industry professionals will get their first look at The Business Travel Show taking place at the ExCeL, London from 19 – 20 June.

Theodore Koumelis
Co-Founder & Managing Director - Travel Media Applications | Website

Theodore is the Co-Founder and Managing Editor of TravelDailyNews Media Network; his responsibilities include business development and planning for TravelDailyNews long-term opportunities.