Case Study : Managing Multiple Brands
Initially an architecture firm, Hayes and Associates expanded by acquisition and expansion. The newly renamed Hayes became the parent company, and four service offerings were spun off as subsidiaries: Hayes Architecture, Hayes Engineering, Hayes Interior Design, and Hayes Wayfinding. Each works together on relevant projects, but also operates as an independent entity. Molecule Brand Consultants organized a hierarchy which places Hayes as the primary brand and the subsidiaries, secondary brands. We designed a letter H to suggest structure, planning, and division of space (an architectural reference). We then developed a color palette, one per subsidiary, with the parent brand incorporating all four colors. The result is an parent brand with close ties to its subsidiary brands. In addition to the logo, Molecule designed the following applications for this identity: stationery, environmental signage, promotional brochures, internal forms, proposal covers, employee communications, and more.
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