Brand Architecture 101
No two organisations are the same and few ever stand still. At DesignStudio, we use Brand Architecture to categorise and codify. 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
Unifying a world of services under one shared vision
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.
Irum Sultana
Group Vice President, Brand & Content, DP World
See DP World Case Study
Wild Rift
Enabling global consistency with regional flair
James Carmichael
Head of Marketing, Global Esports
(League Of Legends & Wild Rift), Riot Games
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.
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See Wild Rift case study
Alludo
Establishing a platform for M&A
Christa Quarles
CEO, 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.
See Alludo case study
More collections
Branding Unicorns
Building and evolving Unicorns for their next stage of growth.
Defining a super growth brand
Securing the next round of funding
The Naming Game
Renaming brands that have evolved or creating new names for emerging categories.
A new way of doing things
Simplify to stand out
Championing Fans
Helping brands build and grow new fandom.
Rallying communities for esports
Building a brand for the people beyond the pitch
