Brand Strategy

Aster

A rebrand and brand architecture project for a professional services firm that had grown through acquisition into a confusing tangle of sub-brands.

The Challenge

One Company, Five Confusing Brands

After three acquisitions in four years, Aster Group operated under five different names with inconsistent visual identities. Clients and prospects had no clear sense of what the parent company actually did, and cross-selling between divisions was nearly impossible.

The Approach

Architecture First, Design Second

Before touching any visual design, we mapped a brand architecture model that defined how the parent brand and its service lines should relate — a single master brand with named divisions, rather than five disconnected identities competing for attention.

Creative Direction

Confident, Unified, Clearly Aster

The new identity uses a flexible masterbrand system: one core mark and typographic system, with each division distinguished through a consistent secondary color rather than a fully separate identity, keeping everything recognizably part of one company.

The Solution

One Architecture, Every Division

We delivered a full rebrand, a brand architecture framework, and a rollout plan that let each division transition on its own timeline without breaking the unified system.