A Brand Ecosystem for a North East Texas Whole Food Chain
Marketing & Communications Leadership for a Multi-Brand, Multi-Entity Food GroupThe Challenge:
Dogwood Capital & nRhythm own an operate an interconnected food chain in North East Texas including processing facilities, distribution, a restaurant, product brands, retail markets, and a direct-to-consumer meat brand. However, customer, producers, and internal teams struggled to understand how the whole value chain is connected from farm to table without a unifying brand, point of sale and communication strategy. We developed a unified brand ecosystem, marketing and communications strategy that communicates the breath and depth of this unified food group, while maintaining the history and legacy of these businesses that have been individually serving their community for decades.
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Marketing & Communications Lead responsible for designing the overall brand ecosystem, re-brand and launch plan—clarifying how each brand functions, how customers engage with each business, and how internal teams and operating systems communicate consistently across the system. I hired graphic designers and website developers to execute deliverables.
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Brand architecture, GTM strategy, communications planning, cross-brand alignment
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Retail, E-commerce, Meat Processing (USDA + Custom), Non-Profit, Local Food Systems
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Strategy + brand system foundations executed; phased rebrand, launch & rollout planned. Unified CRM, POS & E-commerce platform planned.
Our Solution:
Let customer facing brands sell; let ecosystem brands tell the bigger story. Here is a simplified view of the brand ecosystem, and streamlined communications systems, we designed to reduce customer confusion while preserving legacy brand equity.
What Was Executed & What Was Enabled
Executed in Phase 1
Brand architecture & naming strategy (retail / market + multi-location processing + non-profit)
Brand system direction and briefs
Logo refresh + brand kits developed (external designer)
Website narrative direction + site map (retail + processing)
Transition communications planned(social, email & website)
Enabled for Phase 2
Full POS & e-commerce consolidation
Re-brand launch across the ecosystem (intern + external)
Multi-brand and multi-location CRM unification
Impact & Value:
Leadership alignment on brand priorities
Reduced internal confusion about brand roles across the whole food chain
Clear roadmap for phased internal and external re-brand, launch, and rollout
Risk mitigation for customer churn trust during transition
Foundation for scalable growth across locations
Brand ecosystems fail when organizations rush to unify before clarifying each brand’s operational function. The role of marketing leadership in this project went beyond cohesive branding—to streamlined communications, sales and customer management systems.