Challenge

 

The multiplicity of brands caused considerable consumer confusion–which products were James Ranch and which were not?  The family business wanted unified, yet diverse, brand and style guidelines that would unite all seven businesses under a parent logo while also providing custom branding for each of the subsidiaries.  The design overhaul was to serve as a foundation for a marketing push that coincided with the growth of the businesses into an expanded building hosting a market, restaurant, and event space.

 

Solution

 

I worked with the family to address the needs and vision both for the parent company and individual enterprises.  At the parent level, I designed a new logo and an extensive style guide for consistent marketing across all James Ranch entities.  At the sub-brand level, I created logos with similarities to the parent brand and subcontracted for custom illustrations where appropriate.  I developed these brand assets into marketing, advertising, retail products, and product packaging.