What is Brand Architecture?July 14, 2021
Brand architecture describes the way sub brands sit in relation to the parent brand within the broader organisation, their relationship to one and other and are used together.
Operating within an extremely tough environment for steel makers, Australia’s largest manufacturer, then called ‘BlueScope Steel’, found itself with branding that no longer reflected the company it had become. No longer just an Australian-based steel company, it had evolved to become a global steel products solution business.
The solution was a complete rebranding. ‘BlueScope Steel’ became simply BlueScope. Dropping ‘steel’ from the brand ‘released’ the company and allowed it to look confidently into the future. The company sought the services of IMA, who distilled this new BlueScope story into a campaign that successfully re-introduced it to Australia.
IMA’s role through this was to develop a creative and engaging way of telling the new BlueScope story to all its key stakeholders. Through an innovative video and supporting booklet, we were able to successfully bring the new brand story to life.
IMA’s creative management of the new branding included:
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