Our client was a parent organization composed of several private brands. In order to increase efficiency and streamline processes, BCG proposed an internal transformation that preserves the unique identities of the private brands, but leverages optimized processes from the parent company.
WORKSHOP
In order to understand the culture of the parent company and private brands, we planned and facilitated a workshop with key stakeholders. Through targeted questions and strategic discussions, we gained insight from the client regarding the current and future state of the organization. We then used this information to develop a brand knot that guided our visual strategy.
BRAND KNOT
Based on workshop insights, we developed the brand knot below. We presented it to our stakeholders before building design concepts that bring the symbol and story to life.
DESIGN CONCEPTS
After building out the brand knot, we developed three unique concepts for the transformation including a strong name, campaign mark, and visual strategy for company comms.
