Marketing Architects Brand Architecture
Refine brand architecture
Marketing Architects
Brand management
When I began working at Marketing Architects, we had a “house of brands” architecture. While this format infuses divergent creativity, it can drain resources needed to build and refresh brand memories. Over the course of several years, I advocated for and developed a “branded house” architecture.
Shifting to a “branded house” structure improved team resources and strengthened brand memories.
Drastic recovery of internal design resources. Anecdotal improvement of product memory. Contributed to an 8-point increase in brand awareness and 17-point increase in top-box familiarity from 2023-2025.
Brand architecture, before
Brand architecture, after
