Brand architecture engagements often begin as ‘neat and tidy’ exercises. Marketing managers faced with an unruly assortment of names and logos (usually the result of acquisitions) want to bring everything under a singular house style. But this masterbrand-model-by-default isn’t the only or ‘right’ arrangement of one’s brand assets.

Brand architecture can be about more than simply cleaning house. It reflects or impacts things like portfolio navigation, business strategy or corporate positioning. We take a holistic and strategic approach to brand architecture, creating systems that do more than present a graphically clean and consistent face to the market, but a path of deployment into the market.