Sister companies, collaborative initiatives and co-promotions are creating opportunities for multiple brands to occupy the same real estate and share their reach to target audiences. And, in order for these efforts to be most effective, it’s in all participants’ best interest for the “real estate” – whether digital or 3D – to be cohesive. That task is most often the responsibility of the marketer and we’ve been fortunate to have had many “make it work” moments that have resulted in that sought-after cohesion without compromising any of the partner’s brand guidelines.

Recently, we designed a tradeshow booth that was to be shared by two sister companies. The two companies are distinctly different in many ways, from color palettes and logo styles to brand “voices”. Creating a well-balanced and complementary look from disparate components wasn’t easy, but we adhered to a few, not-so-top-secret tips – shared below – and achieved the harmony that our clients were seeking.

• Accentuate the similarities between the brands and make them the focus of your design
• Symmetry and balance add to the sense of cohesion – use them to your advantage
• When possible, build components as separate pieces so that they can be used individually or as a set

Harmony can be achieved in digital materials, as well, utilizing the same rules as the booth example above, or by going a completely different route. The designs for a co-promotion between two brands can sometimes be a source of contention. Our design for a current promotion removed any cause for contention, as the look and feel was custom created to appeal to the audience (food bloggers) and reflect the atmosphere of the main event (a cocktail reception). The co-sponsors’ logos were included in the designs, of course, but didn’t dictate them and both brands received a cohesive design for their efforts and each felt more than adequately recognized.

But that’s not all. Check out these other examples of designs created for collaborative initiatives and co-promotions.

• Lone Star Late Night Invitation
• Produce for Pink Microsite
• Klondike Brands and Meatless Monday Promotion

How have you conquered the challenge of multiple brands/looks/goals within one design? We’d love to hear your success stories in a comment below or on our Facebook page!