Creative Direction / Brand Identity / Strategy
Repositioning a family-owned-and-operated conglomerate that operates across three industries, and over 150 countries worldwide, to become a global, authoritative leader.
The year-long engagement created an organizational structure unifying all the Clarke properties together in a single, highly modified brand system. 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.