The Challenge
Beachview had grown into three successful businesses, but each operated with its own identity, messaging, and priorities. As the organization evolved, leadership needed a clearer relationship between the brands, one that reflected their shared vision while preserving each company's unique strengths.
My Contribution
Led a multidisciplinary team of 20 designers.
Planned and facilitated stakeholder workshops.
Directed research and competitive audits.
Synthesized findings into strategic recommendations.
Co-developed mission, vision, and value propositions.
Guided the initial visual identity direction.
Left: Current brand architecture, with 3 brands under a parent brand
Right: Phases of Design
Build a shared understanding of the problem
Beachview had grown into a family of three successful businesses, each with its own identity, messaging, and market presence. Before proposing solutions, we needed to understand how the brands related to one another, where they overlapped, and how stakeholders perceived their roles within the organization.
To establish that foundation, we conducted competitive audits, analyzed existing brand assets, and facilitated a brand diagnostics workshop with leadership. These activities helped uncover inconsistencies, identify opportunities for differentiation, and reveal the strategic relationships that would ultimately shape the new brand architecture.
Create clarity around a shared direction
With a clearer understanding of the business, our focus shifted from research to alignment. Rather than immediately designing visual identities, we worked closely with stakeholders to define the role each company should play within the larger organization and establish a shared strategic vision.
Through collaborative workshops and synthesis sessions, we co-developed mission statements, vision statements, values, positioning, and messaging frameworks for each business. This process transformed diverse perspectives into a unified strategy that could guide future decisions across the organization.
Translate strategy into tangible brand experiences.
Once the strategic foundation was established, we explored how each brand could express its unique identity while remaining connected to the parent organization. Every design decision was rooted in the strategy developed during the previous phases.
We created initial visual identity concepts including logo explorations, typography, color systems, and supporting graphics that reflected the personality and positioning of each company. Together, these concepts demonstrated how a cohesive brand ecosystem could strengthen recognition while preserving the individuality of each business.
✓ Defined a scalable brand architecture for three businesses.
✓ Created strategic messaging frameworks aligned with leadership priorities.
✓ Developed identity concepts that clarified each brand's role within the organization.
✓ Delivered a roadmap for future brand implementation.
