Brand Architecture & Product Logo Suite
Adding Structure
With additional products being added and more on the way, there was much confusion about the Invaluable and AuctionZip product suite and their relationship to each other. This caused inconsistencies when talking to users and potential clients and led to a greater focus on one brand, leaving the other to consistently fall behind in support.
A product structure was needed to clarify how the two brands and multiple products within them relate, and prepare for additional products without losing focus on the main brands. The main goals of this restructuring were to create a cohesive, intuitive, easily visualized ecosystem of products, improve the infrastructure of our services and how we communicate their value externally, and build brand equity.
After talking to multiple employees, this seemed like the general idea of how individuals viewed the company though most did not know of the parent company’s existence or name.
Since we need our users to still heavily identify our products with either Invaluable or AuctionZip, this approach gives us the most emphasis back onto the parent brand and help establish brand loyalty and trust. With that our consumers will be more likely to try a new product under the main brand since it capitalizes on the halo effect of the parent brand. While still looking out for any dilution of the main brand’s power and identity.
