BTBS Brand Hierarchy

My creative team was tasked with rebranding the product portfolios on behalf of the Branded Technologies and Biological Solutions team. There are five portfolios, each representing a different segment of the business – Actives, Adjuvants, Nutrition, Organic, and Pro Markets. Adding to the complexity, within these segments are hundreds of products. We tackled this project in phases, working through one portfolio at a time.

I was responsible for establishing the design brief with stakeholders, determining the full scope of work, and leading the creative team from concept through execution. The deliverables were logo assets for all products and product lines, corresponding color system, packaging, marketing assets, and branding standards to ensure consistency. I managed a team with two additional graphic designers who were instrumental in the success and implementation of the project.