THE CHALLENGE
Executing an Effective Multi-Brand Strategy. Yieldr brand expanded and had to show off multiple products simultaneously — their airline product and the advertising product — while making Yieldr a group entity. From here, we had a clear goal — to derive an effective multi-brand strategy for Yieldr and its bespoke products.
THE PROCESS
The parent brand (Yieldr) already had a recent re-brand, created by Paul von Excite, and the logo was well established, so the plan was not to rebrand but instead just build a multi-brand under the corporate umbrella. After analyzing these strategies it was clear that the best approach was the monolithic strategy. With a monolithic branding strategy, the parent brand is always front and center, followed by what is typically a straightforward product name as an extension.
THE RESULT
We started playing around with the symbols to identify each product, using the fact that both could be represented by a similar triangle shape. A paper plane was used for our airline product and an arrow cursor was used for our advertising product.
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