Case Study · Brand & Digital Strategy
Three Products, One Brand
An enterprise rebrand that brought three separately positioned products into one endorsed architecture with a unified visual system, prototype websites, and launch governance.
3 products → 1 architecture
Full brand system
2 prototype sites shipped
Role, scope, and measurable outcome
My role
Strategy, information architecture, brand-system, and prototype lead responsible for turning a fragmented product portfolio into a coherent company and product experience.
Alignment
Aligned leadership, product, marketing, and web contributors around the brand hierarchy, audience needs, naming logic, shared narrative, and implementation priorities.
Key tradeoff
Unified the portfolio under one architecture while preserving the distinctions customers needed to understand each product. This balanced clarity with flexibility for future growth.
Time-to-value and outcome
Moved three products into one coherent architecture, established a complete brand system, and shipped two working prototype sites to make the strategy tangible and testable.
The Problem
A B2B data company had grown into three separately named products with no shared identity. Messaging, visual language, and website experiences had fragmented, and the market could not easily tell that the offerings were related. Sales conversations began with explaining the company structure instead of the value.
Separate identity
Separate identity
Separate identity
Shared equity, consistent standards, clearer market story
From fragmented presence to a unified digital experience
The redesign replaced a dated, fragmented website experience with a clearer visual hierarchy, modernized brand presentation, and more structured paths into the company’s products and capabilities.
What I Built
- Research foundation: competitive analysis, TAM sizing, positioning, and category evaluation.
- Endorsed brand architecture: one master brand with product sub-brands so equity flowed upward instead of fragmenting.
- A complete brand system: logo, color, typography, data-visualization standards, and brand-guide documentation.
- Prototype websites: full multi-page HTML prototypes in two design directions so leadership could evaluate the brand in context.
- Launch governance: URL strategy, accessibility standards, advertising assets, and phased rollout planning.
The brand system in action
The redesigned mobile experience carries the same positioning, visual language, and conversion priorities across the customer journey—without linking to the staging environment before launch.
The Outcome
- Three product identities were consolidated into one endorsed architecture with documented standards.
- Leadership evaluated and approved direction through working prototypes rather than isolated slide concepts.
- The brand system now provides one visual language across decks, dashboards, web experiences, and advertising.
Stack: Claude · Visual Studio Code · Azure · Figma · HTML/CSS · WordPress · Adobe Creative Cloud · PowerPoint