Brand Architecture Overhaul for a D2C Cosmetics Startup
Overview
What this challenge is about.
You audit the brand portfolio of a D2C cosmetics startup, propose a new brand architecture, and create naming guidelines. Get a verifiable certificate.
The scenario
GlowUp is a 3-year-old D2C cosmetics brand based in Nairobi, Kenya, with a strong Instagram presence. It started with vegan lipsticks and now has 4 product categories, each with its own sub-brand (e.g., 'GlowSkin', 'GlowHair'). The brand is perceived as trendy but fragmented.
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.
Aligned coursework coming soon.
Skills
Skills you'll demonstrate.
Each one shows up on your verified credential.
- Brand Portfolio Audit
Apply brand portfolio audit to solve real industry problems and demonstrate production-level capability.
- Brand Architecture
Apply brand architecture to solve real industry problems and demonstrate production-level capability.
- Naming
Apply naming to solve real industry problems and demonstrate production-level capability.
- Visual Identity
Apply visual identity to solve real industry problems and demonstrate production-level capability.
- Consumer Perception
Apply consumer perception to solve real industry problems and demonstrate production-level capability.
Careers
Career paths this challenge builds toward
Completing this challenge demonstrates skills that transfer directly to these roles: