Even though the brand positioning of Grand Clarion was good, there is always room for improvement and change in order to provide the best service experience. Therefore, we were challenged to enhance the brand identity of the hotel without was known as Grand Clarion before 2018, but to reach a larger market segment, they decided it was time to rebrand and reimagine a fresh approach in the current removing the core personalities so that Grand Clarion can be nationally known as the most-favoured hotel in the local area.
As the purpose of this rebranding was to stimulate the market segment, we suggested a new brand name that is simple, easily remembered, and similar to their existing name, Claro. A tagline inspired from Grand Clarion was created, in order to maintain awareness especially from loyal customers. We also infused local culture into the visual pattern, inspired by authentic Makassar weaves and crafts. Together, these elements enliven the mood and atmosphere of local culture for all Claro guests. In this project, authenticity and genuinity of local wisdom were the aspects that describe the whole new brand identity.
Iwan Tirta