Strategically Sound Brand Architecture
In only five years, North Highland had evolved from a $50m regional consultancy to a $300m global professional services enterprise. Much of its growth had come about organically; some was the result of an acquisition. Having spun off one of its ventures, entered two new markets and now poised to launch a new business, the firm wanted to establish an architecture model that would optimize relationships among its various entities and provide a roadmap for future decision making.
BrandCulture worked with North Highland to reexamine and refine its positioning. We developed a brand architecture guidebook to encourage employees evaluating new business opportunities to consider brand implications early and strategically.