Brand Architecture
Most brands do not have a positioning problem. They have a structure problem: a group that has grown property by property, or a product line that has outrun the name above it. Brand architecture is the work of deciding what sits where, what carries the parent name, and what earns its own.
What the work covers
Positioning and core narrative. Naming and nomenclature across a portfolio. Logo, colour and typography systems. Tiering, where a group runs several brands at different price points. Guidelines built to be used by people who were not in the room when they were written.
How it runs
We start with what already exists, the properties, the products, the reputation, rather than with a blank page. The output is a system rather than a document: something a sales team, a hotel manager and a printer can each act on without asking what was meant.
