Holding website projects often start as a redesign request, but the real issue is usually brand architecture: how the umbrella brand relates to each group company. This guide explains the four common models and how each one shapes the website.
- Branded house: every company carries the parent name, usually on one domain.
- Endorsed brands: companies keep their own names with a “member of the group” signature; the umbrella site acts as a hub.
- House of brands: independent consumer brands; the umbrella site speaks to investors, press, candidates and partners.
- Hybrid: the most common reality, which works only when the rules are written down.
Once the model is set, decisions on domains, navigation, visual language and content ownership become easier. A corporate identity guide turns the decision into daily practice, and acquisitions are best handled with gradual transitions, proper redirects and explanatory pages. Common mistakes include logo-only company grids, disconnected subsidiary sites, outdated leadership pages and English versions limited to the homepage. Racoun combines strategy, identity and custom web development in one team.
Talk to Racoun: we are based in Istanbul and work with brands across Türkiye. Message us on WhatsApp or email ekip@racoun.com.
