Brand architecture clarifies how an organisation’s brands relate to each other, strengthening customer and employee engagement through clearer awareness and understanding. Peak Services engaged us to develop a brand architecture that defined its relationship with its seven service areas, including local government procurement provider, Local Buy, to support stronger integration. The challenge for Local Buy was that it was seen internally and externally as a separate entity - a solution was needed to align Local Buy into Peak Services as a branded house, not a sub-brand.

We used a co-design process, engaging staff across both organisations through interviews, workshops and presentations. This helped us build a deep understanding of each brand, while creating shared ownership and alignment. We explored and tested architecture options, clarified the distinct and overlapping roles of each brand, and developed a clear positioning framework to guide future decisions.

As the work progressed, it became clear that a rebrand was needed to fully support integration. Our designers then developed a refreshed visual identity, blending elements from both brands to create a cohesive, shared identity.

A successful rebrand of Peak Services and Local Buy, bringing the organisations services together through a shared visual identity and consistent brand architecture system. The new identities clarified how the brands relate and work together, strengthened recognition across the local government sector, and created a flexible platform for future growth. The outcome delivered greater internal clarity, stronger alignment, and a more cohesive external presence.