Unveiling our new brand

Clarity enters the next integration phase with brand overhaul.

As part of Clarity’s long-term business strategy, the leading TMC has undergone a major brand overhaul which was unveiled today, 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.

Pat McDonagh, Chief Executive Officer, said:

Since October 2023, we’ve been working onbringing 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.

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, added:

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 chance to meet with the team and engage with the new brands at The Business Travel Show taking place later this week at ExCeL, London on 19 - 20 June.