corporate branding
This branding effort was part of an overall corporate brand evaluation and realignment of corporate marketing strategies. The primary drivers behind the effort included an ever increasing number of individualized brands/logos/messages representing specific products, markets, and sales divisions across the enterprise. Creating a brand architecture that organized all marketing strategies under a single master brand with five easily identifiable sub-brands will enable the company to better demonstrate and reinforce brand strength, product capabilities, messaging, company wide unity, and value to consumer. As the Creative Marketing Director my responsibilities included complete oversight of this process including brand architecture, product architecture/organization, as well as the development of all visual language elements.
lack of brand unity
Below is a visual example showing the ever increasing number of individualized brands/logos/messages representing specific products, markets, and sales divisions across the enterprise. This highlighted the need for a brand strategy evaluation.
Market specific Branding execution
This example demonstrates the execution of new branding architecture and visual language through a collateral system within a specific market. This collateral system was developed to address specific customer touch points with each piece delivering specific corresponding messaging. Visual language elements included imagery, photography, iconography, typography, and brand color.
brand guideline development
These are sample pages from the Brand Guidelines created for Oldcastle Infrastructure-Precast. This effort was part of a larger corporate re-branding initiative that included, brand architecture evaluation/development, visual architecture and extension through markets, brand identity-mood boards, as well as the development of brand guidelines.
brand Architecture Evaluation
This was part of a larger business potential review that included a review of the current brand architecture and proposed new brand architecture options. The proposed new options further included implementing the new architecture and related visuals through various aspects of the company including intellectual property segments-Patents, Copyrights, Trademarks. This review was used to evaluate option viability for potential acquisition.
brand & DESIGN GUIDELINES DEVELOPMENT
These are sample pages from the Brand & Design Guidelines created for Adapt. This was part of a larger Company Marketing Development initiative that included; company identity evaluation/development, product architecture evaluation/development, market identification, development of market specific messaging, as well as the development of related brand and design guidelines.
