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.