Strategy, Website Design & Build

Commonwealth Lodging Management

Commonwealth Lodging Management (CLM) is a hotel management and consulting services company for high-end hotels. They are also valued for their ability to turn around under-performing hotels, resulting in profitable results for hotel shareholders.

CLM’s brand suffered from an outdated logo, color palette and website. All assets needed to be refreshed and redesigned to convey their experience and authority in the hotel management and investment market.

The project began by researching the CLM organization along with their competitors. Competitor websites were much more up to date, but many had confusing and bloated site architectures. CLM boasted an admirable portfolio of properties, but the portfolio page itself was lackluster.

Having a thorough understanding of CLM’s business, its customers and its competitors, The Algernon began work on CLM branding. This started with freshening their color palette by adding more vibrant, secondary colors. The logo was simplified and colors adjusted making it more distinguishable. We then rolled up our sleeves and began work on a new website.

We wanted to get site visitors’ attention right off the bat. For the homepage hero, an engaging video was created highlighting their properties. Messaging was clear and thorough by declaring their mission statement and core services. Property portfolios are an indicator of experience. The new portfolio was refined and modernized and presented on both the homepage and the Property Portfolio page. The Algernon worked with a jobs board aggregating software company to create a new, sleek careers page.


Phase One – Discovery, Strategy, Messaging

Phase Two – Wireframing, UX, Content
Architecture, Design

Phase Three – Video, Website Design & Build


Commonwealth Lodging Management


The Algernon


AJ James


Illustrator, Photoshop,
Premier Pro




Legacy v. New


Experienced, Sophisticated

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