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Clarity and Brighter enter an exciting new era following brand overhaul


The leading TMC has undergone a major rebranding which was unveiled on 17 June 2024. Brighter, the meetings and events arm, has also been part of Clarity’s brand overhaul. 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.

Clarity and Agiito Unite resulting in new Clarity and Brighter brand

Created largely in-house, the new brand comprises refreshed brand identity, website, tone of voice, and overall enhanced aesthetics. Following the acquisition, it has meant the Meetings & Events team has doubled its size, as well as experience and knowledge, and includes a dedicated sales and account management function.

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’s events team, 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.”

Meet us at The Meetings Show

PAs will see the businesses’ new looks at The Business Travel Show and The Meetings Show, taking place at the Excel, London from 19 – 20 June.

Take a look at the new Clarity and Brighter brand overhaul


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