Clarion Pointe Brand Identity

Introduction

Clarion Pointe is a new sub-brand within the Clarion hotel family, offering a modern, streamlined experience while maintaining ties to its heritage brand. With contemporary interiors, efficient amenities, and a fresh brand identity, Clarion Pointe needed a look and feel that reflected its connection to the newly updated Clarion brand while clearly differentiating itself as a distinct offering for modern travelers.

Challenge

Following the Clarion brand rebranding, the goal for Clarion Pointe branding was to position it close enough to benefit from Clarion’s reputation, yet distinct enough to stand as an independent expression of the brand. The challenge was to craft a hotel brand identity that reflected its pared-down, contemporary nature while avoiding confusion with the parent brand. These considerations were central to the development of both the Clarion Pointe logo and overall brand identity.

Solution

NM+U leveraged, refined, and modernized elements from the new Clarion brand, simplifying and streamlining them to create a unique identity for Clarion Pointe. The team developed new messaging, fresh typography, and updated photography to clearly differentiate the two hotel brands while maintaining a visual connection.

Additionally, Clarion Pointe launched an internal breakfast program as part of its brand rollout. NM+U was responsible for naming, designing, and crafting the messaging for this new initiative, ensuring that it aligned with the hotel’s brand identity and enhanced the guest experience.

Starting Pointe Breakfast

A brand-new breakfast service launched alongside the new brand. From naming and copywriting to environmental signage, the goal was to align with Clarion Pointe’s core themes while establishing a distinct identity for the program.