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Game-Changing Brand Refresh Strategy for a Global Membership Association

Case Study: International Probiotics Association

SERVICES: Clarity: Brand architecture, visual identity | Creative: Sales tools 

International Probiotics Association Case Study

Strategy: Smart Brand Architecture for Expansion

We’ve solved complex brand challenges for a number of wellness brands, which caught the attention of the International Probiotics Association (IPA). An IPA board member invited us to tackle the IPA's expansion challenge—creating space for prebiotics and postbiotics without sacrificing their established position as the global authority in the industry. 

After speaking with dozens of board members, industry leaders, and long-term members, we recommended that the organization keep the trusted IPA acronym and extend to a unified architecture with three distinct sub-brands for PRE, PRO and POSTbiotics. In doing so, we would preserve brand equity and avoid a costly renaming process with potential market confusion.

Creative: A Visual System with Strategy

Our brand refresh strategy informed a new visual identity that elegantly communicated the brand’s expanded scope. The design solution used strategic color coding to distinguish sub-brands while maintaining a cohesive brand presence. 

  • Created globe-inspired logo symbolizing global unity across biotics categories 
  • Developed distinct color palette for each sub-brand (PRE, PRO, POSTbiotics) 
  • Integrated all sub-brand colors in parent logo for a unified approach 
  • Established visual hierarchy prioritizing the IPA parent brand 
  • Designed flexible system adaptable across all communication touchpoints 
2

Activation with Impact

The refreshed brand identity launched successfully through strategic trade show presence and consistent sales tools. The new system enabled clear communication with multiple stakeholders while enhancing IPA's position as the global biotics authority. 

  • Developed comprehensive trade show materials showcasing the new brand architecture 
  • Created standardized presentation templates ensuring message consistency 
  • Provided core slides for volunteer communicators to maintain brand integrity 

Original Trade Show Space & Branded Collateral

IPA trade show booth before

Refreshed Trade Show Space & Branded Collateral

IPA trade show booth after
5

Clarity & Creative Continues to Perform

After launch, IPA enhanced its perceived professionalism and authority in global markets. The clarity and creative assets supported clear differentiation between biotics categories while maintaining unified presence. 

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