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On 28, Oct 2015 | In | By Nick Conflitti

Edelweiss Product Family

Project

Product family branding and architecture

Client

Above the Treeline

Audience

Retail companies, publishing companies, and libraries

Team

  • Creative Director: Nick Conflitti
  • Graphic Designer: Nick Conflitti
  • Copywriter: Kelsey Turek

Project

Product family branding and architecture

Client

Above the Treeline

Audience

Retail companies, publishing companies, and libraries

Team

  • Creative Director: Nick Conflitti
  • Graphic Designer: Nick Conflitti
  • Copywriter: Kelsey Turek

Creative Problem

Above the Treeline is growing and evolving as a software development company. They specialize in developing and maintaining three products; Edelweiss Analytics, DRC (Digital Read Copies), Treeline Analytics. These products provide data, and create efficiency for every day tasks for retail book stores, libraries, and publishing companies. Above the Treeline was marketing these products individually without leveraging the selling points of how each one of these products can make the other more useful. The products themselves either have an out-of-date logo or no branding at all. However, there was strong recognition for one of the products, Edelweiss. Knowing these facts, Branding Entourage and Above the Treeline collaborated to figure how to best position these products in the marketplace.

Solution

Brand architecture was the first thing we addressed in the process to create a unified brand amongst the products. Our execution resulted in a Masterbrand brand architecture for the products with the masterbrand being, Edelweiss. We learned that customers of the products were often referring to a mix of the products as Edelweiss already. After creating the masterbrand, Edelweiss, we re-branded and/or named the products to appropriately reflect the products. The visual design of the masterbrand and the products are uniquely different, but share design aspects like iconography, font, and color palette. Having these in common makes for a strong unified brand.

Image of the Edelweiss family of logos

Image of the Edelweiss family of logos

Image of the Edelweiss logo

Image of the Edelweiss Core logo

Image of the Edelweiss Analytics logo

Image of the Edelweiss Read logo
Image of the Edelweiss family style guide

Image of the Edelweiss family style guide

Image of the Edelweiss family style guide

Image of the Edelweiss family style guide