Brand Architecture Overhaul for a D2C Cosmetics Startup
Overview
What this challenge is about.
Brand Architecture Overhaul for a D2C Cosmetics Startup. Beginner-friendly challenge in analysis. Analyzing real datasets and building models that drive deci...
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?
This is not a data exercise. It is the work an analyst does when stakeholders need answers from messy data. That distinction matters to every hiring manager who has seen candidates describe statistical methods and none who have extracted insight from messy, real-world data.
When you finish, you will have something most graduates do not: a real-world deliverable, verified by Ewance, that you can show to a hiring manager and say "I did this. Here is the proof."
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: