A small sample of the portfolio of brands
Coles Group
Architecting what's next
Brand portfolio architecture
Strategy and guidelines
Agency
Interbrand Australia
One of Australia’s most complex retail businesses. A portfolio of household names spanning liquor, food, financial services and more. The challenge wasn’t creating something new. It was bringing rigour to what already existed.
Confirming and codifying the brand portfolio architecture across a business of this scale required deep engagement with leaders across the group — ensuring the architecture was built with their insight, not handed down to them. The result was a defined portfolio structure and a decision-tree framework to guide future brand additions as the group continued to grow.
Alongside this, a review of Coles Supermarket's partnership and sponsorship model produced a clear framework for decision-making — every partnership could be evaluated for brand alignment and business fit before a commitment was made, ensuring maximum value return to both parties.
A structured and agreed architecture strategy. Maximum value across the portfolio.
Role & responsibility
Strategy Director
Scope
Portfolio architecture review
Stakeholder engagement
Brand portfolio playbook
Partnership framework
Sponsrship framework
Agency: Interbrand Australia
Strategy Director: Amanda Szylo-Duncan
Creative Director: Alex Creamer