Intern-Analyst

Interbrand and Clootrack partner to launch the industry's first AI-native brand experience operating system July 28, 2026

Interbrand shapes Noor Mahal Autograph Collection identity. Interbrand develops brand strategy and identity for Noor Mahal's transition into India's first Autograph Collection hotel under Marriott International. Interbrand has partnered with Marriott International and Noor Mahal to create the brand strategy, identity and positioning for India's first Autograph Collection Hotels property. The project marks a significant branding exercise that integrates global hospitality standards with a distinct local narrative. Located on the historic Grand Trunk Road in Karnal, Delhi NCR, Noor Mahal has long operated as a standalone landmark hotel. With its inclusion in Marriott's global network, the property transitions into a branded offering while retaining its independent identity and cultural heritage. The Autograph Collection Hotels portfolio is defined by its philosophy of being "Exactly Like Nothing Else," bringing together story-led, distinctive properties worldwide. Interbrand was tasked with developing the complete brand universe for Noor Mahal's relaunch. The scope included brand strategy, competitive positioning, name story, visual identity and experience design. The objective was to translate the property's heritage into a cohesive and scalable brand system that aligns with both global expectations and local authenticity. The resulting brand identity draws heavily from the palace's architecture and cultural context. A defining element is the oval motif inspired by the hotel's arches, which is carried across logo, iconography, packaging and digital assets. The visual system incorporates a palette of terracotta, burnished gold, deep forest green and warm ivory, reflecting North India's cultural depth. A monogram featuring three arches in a continuous line is used to convey structure and elegance, while the oval form acts as a unifying device across all touchpoints. Rather than referencing heritage superficially, the identity is built directly from it, positioning the brand itself as an extension of the experience. This approach aligns with broader trends in hospitality branding, where design systems are increasingly immersive and narrative-led. Beyond visual identity, Interbrand also designed a suite of brand rituals spanning the guest journey, from arrival to post-departure. These rituals are intended to embed the brand into the overall experience, creating a multi-sensory engagement that reflects the hotel's cultural and historical context. Kiran Andicot, senior vice president, south asia, Marriott International, said, "Autograph Collection Hotels are a product of clear vision, designed with heart, and express a strong sense of place. NoorMahal embodies all of that, making it the ideal debut for the brand in India. This launch also marks the introduction of our 19th Marriott Bonvoy brand in the country, reflecting the continued evolution and depth of our portfolio. As Indian travellers increasingly seek stays that are distinctive, design-led, and rooted in cultural authenticity, Autograph Collection arrives at a moment of strong relevance for the market. Noor Mahal brings this to life beautifully, where India's regal heritage meets contemporary artistry to create rich immersive moments for the modern design-conscious traveler. NoorMahal is truly Exactly Like Nothing Else, and we are thrilled to introduce the Autograph Collection experience to India's discerning travelers." Colonel Manbeer Singh Choudhary added, "Today marks the beginning of an exhilarating new chapter, as Noormahal embarks on a partnership with Marriott International, a collaboration that is much more than a business alliance. Becoming India's first Autograph Collection Hotel places us among an exclusive ensemble of more than 360 celebrated hotels worldwide, each chosen for its individuality and immersive storytelling. This association is a testament to NoorMahal's unique character and to our unwavering commitment to authenticity and excellence." Ashish Mishra, ceo, Interbrand India & South Asia, said, "Noor Mahal is not just a hotel - it is a living archive of India's Northern grandeur. Our work was to find the brand truth that had always existed within these walls and give it a language the world could recognise. Creating India's first Autograph Collection identity is a proud moment for us, and a testament to what happens when deep cultural intelligence meets the rigour of world-class brand thinking." The project illustrates how legacy properties can be repositioned through structured identity systems and experience design. By combining heritage storytelling with a globally recognised portfolio, the Noor Mahal relaunch demonstrates the role of strategic branding in elevating hospitality assets within competitive markets.

Pumpkin appoints former Interbrand VP Joe Stubbs as Chief Strategy and Transformation Officer. Pumpkin, the B2B PR agency for marketing, creative and digital agencies, has announced the appointment of Joe Stubbs, former Vice President and Global Brand/Marketing Officer at Interbrand, as Chief Strategy and Transformation Officer. Joe joins Pumpkin's senior leadership team, reporting to Sarah Owen, Founder and CEO. The appointment reflects Pumpkin's evolution from a specialist PR and media relations agency to an integrated, strategic content, communications and reputation consultancy, equipped to serve an industry navigating an increasingly complex, fast-moving landscape. As Chief Strategy and Transformation Officer, Joe will lead this evolution, expanding Pumpkin's core global business with commercial capabilities and additional long-term growth partnerships. He will pioneer the development of new advisory services spanning agency brand positioning, thought leadership, and growth marketing for agencies navigating rapid change. His appointment to this newly created role, is central to Pumpkin as it enters its next chapter, following a period of sustained growth. This includes new global client wins and the expansion of its team; having recently brought on Saamiyah Khan as a Senior Account Manager, who joins from Propeller, and Callan Kenna as an Account Manager. Over the past decade, Joe has led global brand and marketing strategy for category leaders, including the world's leading brand strategy consultancy, Interbrand, and online community insight experts, C Space. In these roles, Joe led marketing teams across Europe, North America, and Asia - and was responsible for global marketing and new business investments. Prior to marketing and brand strategy roles, Joe built the storytelling and creative division for C Space in Europe. He's led and collaborated on insight, innovation and brand strategy programmes for companies including Mindshare, AB InBev, The Gambling Commission, Tesco and Tetley Tea. Joe's appointment by Pumpkin reflects the growing demand from agencies for content and communications partners that combine reputation building with strategic insight and commercial impact. Agencies are under increasing pressure to build influence, as well as visibility. As the marketing landscape is reshaped by AI and platform fragmentation, reputation and thought leadership grow in importance. Joe Stubbs, Chief Strategy and Transformation Officer at Pumpkin, said of his appointment: "Pumpkin boasts an inspiring roster of world-class clients, and I've been lucky to collaborate with the team client-side over the past decade. As we're all experiencing, the agency marketing landscape is fundamentally shifting, and having a laser focus on ROI is now imperative. I'm excited about executing this new chapter for the business and the potential we can create. Sarah is an exceptional leader and a trusted, valued partner. I'm grateful for the opportunity to work with her and the whole Pumpkin team as we look to the future". Sarah Owen, Founder and CEO of Pumpkin, said: "Joe's appointment marks an important step in our evolution as we expand from a specialist PR agency into a broader strategic communications partner for the global marketing industry. Having had the pleasure of knowing Joe for the past few years, I've already seen what he can do, and know that - on both a professional and personal level - he will make an invaluable addition to the team. We're excited about what we will build together". Operating across EMEA, North America, and Asia, Pumpkin works with many of the world's leading marketing and brand organisations, including Joint, Beano Brain, Omnicom Media UK, Fuse, RAPP, Teads and Coley Porter Bell. Founded in 1998 by CEO Sarah Owen, Pumpkin is the B2B Marketing & PR agency for advertising, media, creative and digital agencies. Pumpkin adds value by building brands' reputation, creating excitement about their work, and connecting businesses with the people that matter to drive business growth. Pumpkin is also a trustee for The Fertility Futures Project, a charity dedicated to increasing awareness and education around fertility and reproductive health, and an advisor to the National Osteoporosis Society.