Supply Chain Strategy Group
A related consulting entity needed its own distinct brand presence without duplicating SCAS.
Supply Chain Strategy Group is a consulting entity related to Supply Chain Advisory Services, serving a different segment of the market with a distinct positioning and service focus. The two firms needed distinct identities despite their relationship.
Building a second brand in the same industry as an existing client required careful differentiation. The two firms couldn't look like the same company, but they needed to be recognizably premium and professional within the same general space.
- Create a distinct brand identity separate from SCAS
- Develop positioning that differentiated from the sister brand
- Build a professional website with its own content strategy
- Deliver print assets consistent with the new identity
How we built it.
The design approach took a different visual direction from SCAS — distinct color palette, different typographic personality, separate visual vocabulary — while maintaining the same standard of professional credibility. The positioning was developed to speak to a different buyer type within the supply chain space.
What changed.
The two firms now operate with distinct brand identities that allow them to compete in different segments of the market simultaneously, without visual confusion between the entities.
"Building brands for related entities in the same space is an interesting design challenge — you have to create real differentiation, not just change the colors. I spent time on the typographic personality in particular, since that's where the emotional difference between two professional service brands is felt most."
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