Repositioning a family-owned-and-operated conglomerate to become a global, authoritative leader.

A year-long engagement to redesign and organize a new brand structure. We unified all the Clarke properties together in a single, highly modified brand system.

Role:

Creative Direction
Brand Strategy
Brand Architecture
Brand Identity
Naming
Visual Design

The project comprised of a complete brand audit and repositioning strategy, naming, brand architecture, brand identity and messaging. 

Naming and Architecture

The initial objective in the Strategy Phase was to create a simple, modified name for the Clarke holding company, recommending an approach for a simplified naming convention that applies to the sub-brands and services, all within a revised portfolio model.

When thinking about a portfolio architecture as it relates to the naming hierarchy for each of the brands, we need to think long term about what this means as it relates to a business strategy. The simpler the structure the better, and typically designed around the customer needs and understanding of the brand. We need to be consistent with company values, and the design should be flexible.

In creating the brand system, we wanted the identities to visually relate to each other based on our Monolithic Brand Architecture model.