Brand Architecture

Develop design and naming conventions

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, covering naming conventions and design decisions.

Shifting to a “branded house” structure improved team resources and strengthened brand memories.