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Portfolio - Brand platform / architecture (1/8)

Examples are extracted from the personal portfolio of our creative director and lead designer.

Brand platform / architecture


Brand positioning is the specific niche in which the brand defines itself in the competitive environment. It addresses brand attributes, user benefits and target segments. Brand Architecture consists of: Brandworld, brand identity, brand application to products and licensed goods, brand extension to sales and marketing collateral.

 

Projects include:
Murray & Roberts Steel group, Mirage - Miami Beach and Royal Mirage Casino

Murray & Roberts Steel (Industrial)

The project involved the development of a monolithic brand architecture for the Murray & Roberts Steel group. The key to the ‘unitary’ new approach was to consolidate the subsidiary companies, joint ventures and own brand companies within the new Murray & Roberts Steel Group.

Firstly an audit and in-depth study was done on the existing brand equity of the 12 subsidiary companies within the group including product brands.

The emphasis was to bring the subsidiary companies and joint ventures in line with the Murray & Roberts style, typeface and colour usage as well as the endorsement of the Murray & Roberts Corporate Identity. Furthermore recommendations and the development of new Corporate Identities for each of the companies within the group was done as well as all the mammoth task of the stationery rollout for all the companies in the group.
 

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See the next category Corporate Identity (2/8)