Identities and Architecture Strategies

Market shifts, mergers, and the introducing of new entities and products require new thinking about your identity. Most importantly, what communicates to your customers. Our branding work starts with strategy and brand positioning – so does our brand identity work.

To create a new brand, which may include a new name, we must understand the brand position that this new identity must support. Our process will also help us uncover your brand’s unique personality and tone – essential for our strategists and designers.

Identity work often includes developing naming standards and considering identities for an organization’s sub-brands. This is where identity work becomes your brand architecture strategy. A brand architecture strategy generally falls into one of the following models:

• Master Brand – where one brand and identity oversee all elements and entities of the brand.
• Unified Brand – where the naming and identity for all entities incorporates and includes the name of the overarching brand.
• Endorsed Brand – where legacy names remain but are connected with the use of a statement that identifies it as part of the overarching brand.
• Hybrid Brand – this model may combine two or more of the above, typically based on a specific business goal or audience need for one or more sub-brands.

Springboard has developed extensive identities and architecture strategies for some of the largest healthcare organizations in the United States. We help them maximize their brands and provide easy navigation to customers.

Here are some of the identities we’ve had the pleasure of creating.