🚀 go-pugleaf

Whenever I'm faced with the "make them all look the same, and all different at the same time" question, I go back to the idea that two of the strongest visual elements are shape and color.

Changing one while keeping the other consistent might give you the balance between unity and distinction you're looking for.

Designing materials that always have the brand logo and a tag line like "BRAND NAME �a such and such brand" in the same color and location on each piece helps create that cohesiveness, even though the pieces themselves may have completely different styles.

You could also try asking your bosses for examples of campaigns they like that are aimed at bringing different brands together. Then do some homework and find out who did the design work, and what it took (time, money, and don't forget executive direction) to create that image. That will also give you material with which to educate your bosses.

A brand that is going through a similar transition is Altria (formerly known as Phillip Morris). Landor & Associates did their new identity, and they've done a good job of carrying the logo image through in the ads for their other brands. I've noticed those colorful little squares popping up in Kraft ads in particular.

You also might try looking at <http://www.identityworks.com> for more reference.

Hope this helps, and good luck.