Tech Product Branding

Create product-level branding for an enterprise artificial intelligence technology company.

Marketing Design
February 27, 2023

Project Brief

A subbrand, also known as a subsidiary brand, is a separate brand under the umbrella of a larger, parent brand. It is used to differentiate a product or service within a company's portfolio and target a specific segment of the market. Many traditional consumer companies will use subbrands to help target a specific customer type or geographical market. More recently, technology companies have taken on subbrands as a way to more clearly communicate to specific groups, product users, or markets.

As part of an internal design team at Palantir, you have been asked to explore and present options for how the company's product brands can expand as the company continues to product new products. The stakeholders of the project have asked you to analyze the existing branding for the three products: Foundry, Gotham, and Apollo, and put together options for what the graphic identity of each could be if another two product were added in the next year. The marketing director has asked you to consider how these subbrands for each product would look on external facing marketing marketing like the website, slide decks, email newsletter, and social media posts.

The Palantir brand has been well crafted to hit the target market, and should be highly considered when crafting new or altered product level branding. Two major considerations are: (1) The products need to be recognizable alone and (2) the five product brands need to work well together.

Trademark Disclaimer: The brands featured on this site are for educational and reference purposes only and are not affiliated with creativebriefs.xyz. Any events, products, brand-names, or marketing strategies are completely fictitious and don't reflect opinions or strategies of the featured brand.

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Target Audience

Government Agencies
Palantir's target audience includes intelligence agencies, military organizations, and law enforcement agencies. These organizations use Palantir's software to analyze large amounts of data, uncover hidden patterns and relationships, and make informed decisions based on their findings.
Financial Services
Palantir's target audience includes banks, hedge funds, and other financial institutions. These organizations use Palantir's software to analyze financial data, such as market trends, transactions, and risk assessments, to make informed investment decisions.

Stuff To Create

Below is a list of suggested deliverables that could be created.

Subbrand Presentation

Presentation of the brand analysis as well as proposed options for expanding the producing branding system. Be sure to include:

  • Existing Product Branding Analysis
  • Logo & Style Options for Existing products/subbrands
  • Logo, naming, and style conventions for future products.
  • Example of how the subbrands will exist in the marketing ecosystem (Website, Slides, Email, Social, etc)
Website Mockups

Mockups of existing or new webpages related to each product that showcased the subbrand concept.

  • Should showcase the subbrand
  • Needs to work well on desktop & mobile
  • Should include space for graphics, illustrations, or product visuals.
Slide Deck Mockup

3-4 slides layouts that showcase how the subbrands would look when being used in a presentation or sales deck. Since you'd ultimately be designing a template, for this exercise, its probably best to build out a few slides that could serve as examples for others.

Email Newsletter Mockups

Design of header and major body sections of an email newsletter. Many product brands are communicated via email newsletters and product update messages, which often means the development of brand assets specific to emails and email graphics.

Social Media Post Mockups

Design example social posts for product announcements using the newly developed subbrands. Be sure to inlcude and consider:

  • Multiple formats for different platforms.
  • Can be still or animated.
  • Should include both the new product logos as well as company logo.
  • Should have room for copy.

helpful bits

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Working With Email

Many marketing teams use platforms like Mailchimp or Hubspot to manage and send mass email. While each email sender and email client deals with email HTML slightly differently, there are a few basic principles that apply regardless of platform.

  1. Keep it simple: Email layouts and graphics should be simple, easy to read, and visually appealing. Avoid clutter and complex designs that can make the email difficult to read or understand.
  2. Make it mobile-friendly: More than half of all emails are opened on mobile devices, so it's important to ensure that your email layout and graphics are optimized for mobile viewing.
  3. Use high-quality visuals: Use high-quality visuals, such as photos or illustrations, to enhance the visual appeal of your email. Also, make sure that any text overlays are easy to read and the image has a clear call to action.
  4. Keep your branding consistent: Your email layout and graphics should be consistent with your brand's overall visual identity. Use your brand's colors, fonts, and design elements to create a cohesive look and feel that supports your brand messaging.
  5. Ensure accessibility: Consider accessibility when designing email layouts and graphics. Use high-contrast colors, alt tags for images, and avoid using graphics as the sole means of conveying important information to ensure that all users can engage with your content.
Working with Logos

Whether your tasked with creating a new logo or refining an existing logo, here are a few things to remember:

  • Understand the brand: A logo should accurately represent the brand and its values. Before creating or refining a logo, take the time to understand the brand, its target audience, and its values.
  • Keep it simple and timeless: A good logo should be simple, easy to recognize, and timeless. Avoid complex designs and trendy elements that may quickly become outdated.
  • Consider scalability and versatility: Your logo should be easily scalable, meaning it can be resized without losing its quality or legibility. It should also be versatile enough to be used across different mediums, from business cards to billboards.

If you're working on a lock-up with another company's logo, here are a few things to keep in mind:

  • Keep the balance: A lock-up is a combination of two logos used together in a design. When doing a lock-up with another company's logo, make sure the design is balanced and visually appealing. Avoid overpowering one logo with the other.
  • Maintain brand consistency: A lock-up should maintain the brand identity of both companies. Make sure the colors, fonts, and overall design of the lock-up aligns with both companies' brand guidelines.
  • Consider the target audience: The lock-up should be tailored to the target audience of both companies. Make sure the lock-up resonates with the audience and conveys the intended message.
Typical Website Breakpoints

Well designed websites need to consider many devices and screen widths. In order to show stakeholders what a website will look like on a desktop or laptop, tablet, and mobile device, designers typically use "breakpoints" for each group.

  • Wide Desktop: > 1281px
  • Standard Desktop: 992px - 1280px
  • Tablet: 991px - 768px
  • Mobile Landscape: 767px - 480px
  • Mobile Portrait: < 479px
Working with Social Media Platforms

Whether it's a post's graphic or on-platform ads, there are several factors to consider in order to make a big impact:

  • Consider the platform's UI: Every social media platform has its own unique design, so it's important to consider how this might impact your graphic design.
  • Confirm the platform's image specs: Always confirm the platforms you'll be using and verify their preferred image specifications. This will ensure that your graphics are optimized for each platform and will look their best.
  • Consider the caption: Think about what will be said in the caption to avoid repeating the same words in your graphic. The graphic and caption should work together to deliver a cohesive and impactful message.
  • Include brand information: Always include brand information, such as your logo or company name, in your graphics in case they end up leaving the platform. This will help ensure that your brand is still recognizable even if the graphic is shared elsewhere.
  • Be exploratory: Social media is an ever-changing and unpredictable landscape, so don't be afraid to try new or bold ideas for your graphics. This can help your company stand out and make a lasting impression on your audience.
Designing Slide Decks
  1. Know your audience: Understand who your audience is, what their needs and pain points are, and what kind of information they're looking for. Tailor your messaging and design to their specific needs and interests.
  2. Keep it simple and concise: Your sales deck should be easy to understand and to the point. Avoid cluttering your slides with too much text or unnecessary graphics. Use visuals and diagrams to help explain complex concepts.
  3. Use a consistent design: Use a consistent color palette, font, and layout throughout your sales deck to create a professional and polished look. A consistent design can also help reinforce your brand identity and make it easier for your audience to follow along.
  4. End with a clear call to action: Make sure you have a clear call to action at the end of your sales deck, such as a request for a meeting or a trial. Provide contact information so your audience can easily get in touch with you.

Stuff To Practice

Each creative brief is crafted to help you refine some crucial abilities and skills of any marketing or brand designer.

Brand Refinement
Brand refinement refers to the process of continually improving and updating a company's brand to keep it relevant and consistent. For a marketing designer, brand refinement is important because it helps ensure that all customer-facing materials accurately reflect the company's brand and message and remain consistent over time. This helps build recognition and trust with customers, reinforcing the company's image and ensuring its continued success.
Concept Presentation
Concept presentation refers to the process of presenting and communicating design ideas and concepts to clients or stakeholders. For a marketing designer, concept presentation is an important aspect of the design process as it allows them to effectively communicate their ideas, receive feedback, and make adjustments to ensure the final design meets the needs and expectations of the target audience. Effective concept presentation skills are key to a successful design outcome and a happy client.
Ideation & Execution
Ideation & Execution refers to the process of coming up with creative ideas and then turning those ideas into actual designs. For a marketing designer, ideation & execution is a critical aspect of their role as they must not only generate creative ideas but also bring them to life in a way that effectively communicates the intended message and meets the needs of the target audience.
Following Brand Guidelines
Following brand guidelines means adhering to established rules for creating and implementing all visual and written elements of a company's brand. This ensures consistency and accuracy in presenting the brand, building recognition, trust and a professional image with customers.

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Image Disclaimer: The images used on this website may be subject to copyright, and are used under the doctrine of 'Fair Use' for the purpose of education, research, and teaching. We do not claim ownership of these images, and all rights belong to their respective owners.
Trademark Disclaimer: The brands featured on this site are for educational and reference purposes only and are not affiliated with creativebriefs.xyz. Any events, products, brand-names, or marketing strategies are completely fictitious and don't reflect opinions or strategies of the featured brand.
Created by George Little