Analysis
Brand Architecture Overhaul for a D2C Cosmetics Startup
Overview
What this challenge is about.
You are a brand strategy intern at GlowUp. Your task is to audit the current brand portfolio, propose a new brand architecture (e.g., branded house, house of brands, or hybrid), and recommend a naming and visual identity system for sub-brands. The goal is to reduce customer confusion, increase brand loyalty, and support future product launches. Success means a clear architecture that aligns with the company's mission of 'clean beauty for all'. Deliver a portfolio audit, architecture proposal, naming guidelines, and a rollout plan.
The Brief
What you'll do, and what you'll demonstrate.
How can GlowUp redesign its brand architecture to create a coherent portfolio that maximizes brand equity and simplifies consumer choice?
Earning criteria — what you'll demonstrate
- Conduct a brand portfolio audit and identify gaps or overlaps
- Compare and contrast brand architecture strategies (branded house vs. house of brands)
- Design a coherent brand architecture that supports brand equity
- Develop naming conventions and visual identity guidelines for sub-brands
- Create a transition plan to implement the new architecture without losing brand recognition
Program Fit
Where this fits in your program.
Sharpens the same skills your degree expects you to demonstrate.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
Careers
Roles this prepares you for.
Real titles. Real skill bridges. Pick the one closest to your trajectory.
Career mappings coming soon.