Choice Hotels

Clarion Brand Development

The Clarion hotel brand is ubiquitous throughout the U.S. and can be found in every state and major city. While they have been around for some time, the hotels are modern and continuously evolving, and they needed a refresh with updated brand marketing to reflect that.


Refreshing a highly recognized and well-known brand such as Clarion comes with challenges. The goal was to develop an updated brand identity while preserving defining markers to remain recognizable to hotel owners and consumers.


NM+U developed an updated creative strategy and lively look that still retained familiar Clarion hotel elements. The team created patterns, an updated color palette, a modern typeface, and several elements that all work together to make the new creative development cohesive, vibrant, and modern.

Branding & Marketing Materials