Brand ecosystem and brand architecture

When rebranding is required for a large company with many verticals and projects, a simple change of the logo will not be enough — it is necessary to create an ecosystem, brand architecture, in which all divisions, services and business lines will be organically integrated.

Such projects, as a rule, begin with the analytics of the company's portfolio. It is necessary to understand what is the mission and goals of each department and project, what are the plans for development. It is necessary to study what materials already exist, how they were created and how they are used. Based on this and relying on the newly developed brand platform, you can start creating an ecosystem.

The identity created for the parent brand should be seamlessly adapted for all sub-brands and projects, while it is important to preserve the main meanings that were originally laid down in them.

Based on the results of the work, a decision matrix is compiled, and a set of visual tools is proposed — logos, colors, illustrations, pictograms, style-forming elements that allow you to harmonize the brand architecture and create a single ecosystem.