Five divisions, one confident master brand
PPLE is a workforce-solutions group spanning five divisions — Training, Hospitality, Healthcare, Industrial and Hygiene. It grew out of a family of older, disconnected brands, and the brief was architectural: unify them under one confident master brand without erasing what each division meant to its market.
- Role
- Identity · Sub-brand system · Rollout
- Scope
- Master brand · division system
- Client
- PPLE Group
- Year
- 2020
A family of brands, unified
PPLE had grown by accumulation — several older brands (LSC, HSC and their variants) each with their own equity. The task was to bring them together under one master brand while keeping each division recognisable to the market it served.
Unify without erasing
Unify a set of disconnected identities under one master brand, without wiping out the recognition each division had earned. The answer had to scale predictably across five divisions and every application from a business card to a vehicle.
Brand architecture as a system
I designed the master identity and the sub-brand system, and defined how it rolls out — treating brand architecture like a component system: one master, predictable variants, instant recognition.
One master, predictable variants
A rounded, human wordmark, a single teal-and-navy palette, and a geometric line motif drawn from the letterforms. Every division carries the same master lockup with only its name changing — so recognition holds across uniforms, vehicles, stationery, brochures and web.
One system, five divisions
The master brand and its division lockups, applied consistently from a business card to a vehicle to the group website.
Belonging, without sameness
A scalable identity that lets each division stay itself while unmistakably belonging to PPLE — applied consistently across every touchpoint.
Systems thinking, in brand
PPLE is brand architecture done the way I approach design systems: define the master once, control the variation, and let the whole thing scale without redesign.