Brand Architecture & Naming
Give your brands, products and services names and relationships people can understand.
Make the portfolio
easy to navigate.
New products, acquisitions, and markets can make a brand portfolio difficult to explain. We define how its parts relate and what each should be called.
We compare hierarchy options and develop names against agreed criteria, giving customers a clearer offer and your team consistent naming rules.
What We Do
Portfolio Audit
Map the existing portfolio to identify overlap, unclear relationships, and opportunities to simplify.
Naming Strategy
Develop company, product, and feature names around the positioning and naming criteria we agree together.
Brand Hierarchy
Define how parent brands and sub-brands relate so customers can navigate the portfolio.
Naming Conventions
Set naming conventions for features, tiers, and versions that remain clear as the offer grows.
Trademark Prescreening
Run initial trademark checks to identify potential naming conflicts before further investment.
Acquisition Integration
Assess whether acquired brands should be absorbed, endorsed, or kept distinct within the portfolio.
Our
Approach
Portfolio Assessment
We map how products and brands are grouped, named, and positioned within the portfolio.
Structural Modeling
We compare architectural options and assess which relationships best support the business strategy.
Name Generation
We develop names and conventions using creative exploration, linguistic checks, and agreed selection criteria.
Document the Hierarchy
We review the chosen names, assess initial trademark viability, and document the hierarchy and identity relationships.
Names and structure,
with clear boundaries.
Agree the portfolio, naming criteria, audiences, and review responsibilities before assessing options.
Commercial and language review
- Identify the markets, languages, product relationships, and specialist input the project needs.
Legal review
- Initial checks help assess a shortlist. Trademark clearance, registration, and legal approval require your qualified legal adviser and are separate from design.
Let’s Talk.
Bring the current identity, offer, and the change you need the brand to support.
Discuss brand work ↗