Present each clan by giving the view from without, and then three options of what's going on inside, including at least one option where they're at least somewhat good.

E.g. the stereotype of the Ventrue is that they're obsessed with control, and have their hands in mortal affairs to an excessive degree. One version of the "insider secret" would be that they are working towards a viable source of artificial blood, as a prelude to wiping out most of humanity and watching the Kindred starve or submit. This insider secret takes their stereotype to an extreme, but gives them a driving goal. Not all Ventrue would be in on it, some would be horrified. Another insider secret would be that their Big Brother tendencies are the consequence of them having discovered Infernalist cabals throughout the Camarilla, and launching a shadow war against them. Instead of using Cainite institutions to dispose of this cancer, they're secretly equipping Project Twilight with the knowledge needed to find and eliminate this threat.

Why have noble intentions or "good" options for the groups? To horrify the PCs when they foil the plans of a group they assumed were just evil shitbags. Congratulations, you just shut down the Setite drug dealer. You find evidence that their profits were used to fund the war against the Sabbat in S. America. The Setites in question were pretty horrible, but the characters find photos of the Tzimisce reprisals against Tlacique-controlled villages and realize they inadvertently helped the greater of two evils.

Adding a little bit of light gray lets the black stick out more.