Brighter enters an exciting new era following a brand refresh

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Brighter, the meetings and events arm of travel management company Clarity Business Travel, has been part of Clarity’s brand overhaul, which was unveiled this morning (June 17).

Clarity, which acquired fellow TMC Agiito in October last year, continues to integrate the two businesses and brands into one that represents the combined cultures and values of both.

Following the acquisition, the meetings and events team has doubled in size, as well as experience and knowledge, and includes a dedicated sales and account management function.

Pat McDonagh, chief executive officer, of Clarity said: “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.”

Brighter’s executive director of meetings and events, Paul Casement, said: “Over the past few years, the Brighter brand has been evolving and now, with the acquisition of Agiito Events, we are ready to take the next step in our evolution and combine our brands under Brighter while maintaining a strong connection with the Clarity brand.

“The Brighter business covers multiple areas from venue find and group accommodation, group air and university field trips to full-service events and production and it is important all of our customers can identify with the brand.

“We are very proud of the new look. It’s modern, exciting, and reflects what our business is about. It has been created, largely in-house, and spearheaded by our creative director Toni Nickson.

“It captures the energy and essence of Brighter and comprises refreshed brand identity, website, tone of voice, and modern, vibrant imagery.”

Kate Wolstenholme, head of marketing and proposition, said: “It has been really rewarding working together with our new colleagues to bring about this fresh new look to our business.

“We’ve listened, and been inspired, not only by our staff but our customers too, who have contributed to this process and we are all delighted with the results.

“The end product, we think, highlights both our successful and trusted brands which have now come together as one, making us stronger together, while we all look forward to an exciting future.”

Customers, partners, and other industry professionals will get their first look at the new-look business at The Business Travel Show and The Meetings Show, taking place at ExCeL, London on June 19 and 20.