Since 1987, Quorum Hotels & Resorts has been an industry leader in direct management, asset management, hotel recovery, and consulting for top brands including Ritz Carlton, Westin, Hyatt and Marriott. In 2022, Somera Capital acquired the highly regarded hotel management company. With this change came the opportunity to tell the story behind the company, crafting a narrative focused on strategic growth and reaffirming Quorum’s position as a leader in the industry.

This milestone marked an ideal time to evaluate the Quorum brand, including a refresh of the company's vision, mission and values, along with its verbal and visual identity. Carbonate led this work, which began with in-depth roundtables with stakeholders both at the executive and property level. This helped lay the foundation to craft a clearly defined DNA, which served to align internal stakeholders on the direction and goals for the brand—providing a call for the team to rally behind—and helped chart the course forward.