sara normanni
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Brand Architecture Visualization Tool
Domain
Interactive Strategy, Portfolio Mapping, UX/UI Design
Timeline
2024
My Role
UX/UI and Visual Designer
Team
Sara Normanni & Odd Studio
Context
Strategy outputs are often complex, abstract and difficult to navigate—especially when they involve large brand portfolios. This internal branding tool was designed to translate strategic frameworks into an intuitive, visual and explorable experience that supports decision-making and long-term portfolio management.
Problem
How can complex brand architecture and strategic insights be made accessible, engaging and usable for non-strategist stakeholders—without oversimplifying them?
Approach and Solution
We designed an interactive branding tool to visualize brand architecture through a dynamic Territory Map, grounded in a proprietary strategic methodology.
1
Territory Mapping: A portfolio management system that visualizes how brands coexist, differentiate and evolve within the same category.
2
Strategic Logic: The map is structured around Brand Activators—the main purchase motivations of the category—derived from the analysis of multiple internal reports and category value drivers.
3
Performance as Core Axis: Performance emerged as the non-negotiable driver across all market segments, becoming the gravitational center of the map and a shared reference point for all territories.
4
Multi-level Exploration: From macro-territories to territories, tiers, brands, and products, allowing users to move seamlessly from high-level strategy to granular details.
5
Interactive UX: Free exploration, search by brand and filtering by product features enable multiple reading paths depending on user goals.
Impact
1
Transformed a complex strategic framework into a living, navigable system.
2
Clarified the role and positioning of each brand within the portfolio.
3
Revealed white spaces and innovation opportunities across the category.
4
Enabled alignment between present portfolio decisions and future market movements.
Learnings
1
Visualization is a powerful bridge between strategy and action.
2
There is no “correct” brand map—only the one that makes sense within a specific context.
3
Allowing multiple entry points (explore, search, filter) increases adoption across diverse stakeholders.
4
UX/UI can transform strategic tools from passive documents into active decision systems.
next project
sara normanni
work
about
get my cv
Brand Architecture Visualization Tool
Domain
Interactive Strategy, Portfolio Mapping, UX/UI Design
Timeline
2024
My Role
UX/UI and Visual Designer
Team
Sara Normanni & Odd Studio
Context
Strategy outputs are often complex, abstract and difficult to navigate—especially when they involve large brand portfolios. This internal branding tool was designed to translate strategic frameworks into an intuitive, visual and explorable experience that supports decision-making and long-term portfolio management.
Problem
How can complex brand architecture and strategic insights be made accessible, engaging and usable for non-strategist stakeholders—without oversimplifying them?
Approach and Solution
We designed an interactive branding tool to visualize brand architecture through a dynamic Territory Map, grounded in a proprietary strategic methodology.
1
Territory Mapping: A portfolio management system that visualizes how brands coexist, differentiate and evolve within the same category.
2
Strategic Logic: The map is structured around Brand Activators—the main purchase motivations of the category—derived from the analysis of multiple internal reports and category value drivers.
3
Performance as Core Axis: Performance emerged as the non-negotiable driver across all market segments, becoming the gravitational center of the map and a shared reference point for all territories.
4
Multi-level Exploration: From macro-territories to territories, tiers, brands, and products, allowing users to move seamlessly from high-level strategy to granular details.
5
Interactive UX: Free exploration, search by brand and filtering by product features enable multiple reading paths depending on user goals.
Impact
1
Transformed a complex strategic framework into a living, navigable system.
2
Clarified the role and positioning of each brand within the portfolio.
3
Revealed white spaces and innovation opportunities across the category.
4
Enabled alignment between present portfolio decisions and future market movements.
Learnings
1
Visualization is a powerful bridge between strategy and action.
2
There is no “correct” brand map—only the one that makes sense within a specific context.
3
Allowing multiple entry points (explore, search, filter) increases adoption across diverse stakeholders.
4
UX/UI can transform strategic tools from passive documents into active decision systems.
next project
