In late 2020 and during 2021, Industry Dive acquired several new brands – CFO, Proformative and PharmaVoice.

Each had different editorial and sales strategies. Those different strategies meant that each brand also needed a different visual identity treatment.

I.

Challenge

We needed a plan to create new logos, UI and marketing collateral. On top of that, we needed to roll out the updated branding quickly, so audiences could clearly understand the transition (confusing a customer is a quick way to lose them). With complex challenges ahead of us, we needed a strategic branding approach.

II.

Goal

Update the branding of acquired products to align them with the Dive parent brand and support each product’s unique goals

III.

Strategy

By researching practices by leaders like Siegel + Gale, plus studying how other famous brands have navigated M&A, I created a strategy guide.

This guide includes:

• Defining your brand goal, brand architecture and visual strategy

• A formula to lead design decisions

• Examples of design execution