Clarity in brands, labels and propositions.
Is your organisation growing through acquisitions, new services or extra locations? Then a collection of names, logos and websites often emerges side by side. For customers, it is no longer clear who you are and what belongs together. A brand architecture brings order: which brands there are, how they relate to each other and how you show that.
We first map out all brands, labels, products and propositions, including how customers experience them today. Then we decide together on the model that fits your strategy. Does everything come together under one strong master brand, do brands remain independent, or do you choose a hybrid in which each part has its own face on a recognisable foundation? We take into account your growth plans, your audiences and the value of existing names. The result is a clear model with agreements on naming, logos, colour and the digital structure of your websites.
Inventory
We list all brands, sub-labels, services and websites. We look at how they are used today, how well known they are and how customers experience them. That way you see at a glance where overlap and confusion lie.
Choosing a model
In a session we explore the possible models, from one master brand to a family of independent brands. For each scenario we show what it means for your customers, your organisation and your marketing, so you can make an informed choice.
Detailing
We work out the chosen model: which names remain, how brands refer to each other and how that shows in logo, colour and typography. We also decide how your websites and domains are set up.
Rolling out
We create a transition plan, so customers, employees and partners understand the new structure. From updated logos to redirects from old domains to the new structure.
What a clear brand architecture delivers
Clarity
Customers see at a glance who you are and which parts belong together.
A stronger whole
Brands reinforce each other instead of competing for attention and budget.
Ready for growth
New services, locations or acquisitions easily find a logical place.
As soon as your organisation has more than one brand, label or proposition. Think of a holding company with several operating companies, an organisation that has acquired businesses, or a company with a separate name for a service or audience.
Signs that it is time: customers do not know that parts belong together, you manage several websites each with their own style, or employees are unsure which logo to use.
Roughly three. In a monolithic model, everything comes together under one brand, with descriptive names for services at most. In an endorsed model, parts keep their own name, but the master brand is visible as the sender. In a house of brands, brands stand on their own in the market.
In practice, many organisations choose a hybrid, such as one logo with its own colour for each part. Which model fits depends on your brand strategy and your growth plans.
Not necessarily. A well-known name has value, especially when customers have a strong bond with it. Sometimes it is smart to keep that name and add the master brand as the sender. Sometimes it is better to bring everything together under one name.
We weigh the awareness, reputation and future plans of each brand, so you make a choice that is right for your customers and your organisation.
In the visual identity we define how brands relate to each other: which logo variants there are, how colour is used per part and how the sender is made visible. This comes together in brand guidelines that apply to all brands.
Digitally, this often works through one design system with variants per brand.
The brand architecture determines whether you have one website with sections per part, or several websites. If you choose several sites, we often build them as a multisite: one technical foundation and one management environment, with each site having its own colour, content and domain.
If the structure changes, we also guide the content migration, including redirects, so existing visibility is not lost.
Yes, and we take that into account in the design. A good architecture leaves room for new services, acquisitions or locations, without you having to start again. We define how a new part finds its place, so you can make that choice quickly and consistently later.