Brand Architecture 101
A combination of art and science, brand architecture strategies provide hierarchy and clarity, allowing brands to signpost how they hope to be perceived and engaged with by the world. Over the last few years, we’ve helped all types of organisations — from global shipping giants to boutique hotels and game publishers — craft new architecture models that help people navigate their offerings and drive towards business growth.
DP World
DP World, a global trade infrastructure leader, wanted to unite its various businesses and brands under one cohesive vision. It was important that the new brand architecture was built on a strategic purpose that captured their identity and aligned everyone under a clear message. Their new purpose, "We make trade flow, and change what’s possible for everyone," emphasises their impact on people, places, and society, while retaining the sense of movement that is central to their brand.
The refresh didn’t just define our brand visually; it made our purpose accessible and meaningful to everyone.
Wild Rift
We partnered with Riot Games to create a unified system for the Wild Rift World Championship while giving each regional tournament its own unique character. We designed a suite of local identities that fit within a global framework but also resonated with local communities. After establishing the core brand, we organised sprints to localise it for eight global regions. Through workshops and focus groups with fans to uncover each region’s distinct traits, revealing diverse perspectives and common themes on mobile gaming across communities.
A complex project in both breadth and scale that resulted in one of the most comprehensive, unique, global brand ecosystems esports has ever seen.
Alludo
Alludo, a global tech company, needed to unify its product portfolio under a new brand architecture. With multiple acquired brands, the portfolio lacked a clear purpose and didn't effectively communicate Alludo's exciting vision. By organising products into benefit-led pillars, we created an impactful architecture system that streamlined the existing portfolio while providing the flexibility to seamlessly integrate future acquisitions.
This is a watershed moment for us. [Our new brand] doesn’t just write a new chapter, but a whole new playbook. This new playbook reimagines what work feels like—for our customers and ourselves.
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