I was part of the business team which was pitching for the HT Media redesign business. Even during the process when Sapient was being shortlisted to redesign the website of HT Media, it became apparent to me that it was more than just a redesign exercise. Despite there being 5-6 business units and 17 brands there was no documented brand architecture nor any central brand custodian. It was a purely business-units driven corporate house and this was the first exercise to define a corporate umbrella for the different business units & brands.

As the creative lead & director on the project, I researched their online presence, the different digital brands & business properties and interviewed key stake holders to identify HT Media brand essence "Let their be light" and defined a high-level brand personality. The main challenge was to help different stake holders identify their business unit vision with the corporate brand.

I have included just a single slide from the different visual artifacts that I used to create visual map, communicate & document the brand architecture.