Since the company was already operating under the Beam Solar name, the sales reps were currently driving vehicles with the Beam watermark displayed while wearing generic, unbranded collared shirts and other generic business collateral materials. The company needed to transform the Beam brand into two sub-brands, Beam Solar and Beam Airlow, without having to invest in redesigning its entire brand identity, re-wrapping the vehicles, and printing new materials. It was clear that to establish well-defined brand architecture, each sub-brand needed to live under this umbrella of trust, the Beam brand. With Beam Solar to represent the experts in installing and maintaining solar panels while Beam Airflow would identify experts in Heating, ventilation, and air conditioning services (HVAC.) Each sub-brand aims to maintain an approachable and familiar vibe, and be able work together as well as independently. Communicating trust and authenticity.