Brand Unification

Product Design + Brand Architecture

Simpler, smarter, insight led conversations

ABOUT THE PROJECT

Over time in Domain, acquisitions have produced a fragmented brand. Agencies use different agent products and services, which weakens consistency and creates mismatched identities. This initiative was designed to align and consolidate brand awareness, perception and preference.

COMPANY

Domain

MY ROLE

Product Design
User Research
Market Research
Pricing Research

DURATION

2023 - 2026

Problem

Agents face disjointed experiences and weak brand links when buying the full suite, brand remained superficial due to lack of cohesion. The initiative stalled with a vague rollout and brand strategy. Its massive scope impacts all teams with no discovery or validation.

58%

Low brand confidence in teams & divisions

55%

Lack of brand strategy validation

18%

Brand & product execution rollout

Solution

Bringing it altogether

By consolidating the design system and leveraging consistent components. The intention was also to make it adaptable so that it can show the unique personalities of each brand.