One of the biggest challenges a company faces is how to structure and manage their portfolio of brands. Having the right brand architecture creates an easily identifiable communication system that puts brand equity where it belongs. With 13 Product Service Lines (PSLs) and over 1,000 products, services, and solutions available to their clients, Halliburton was at a crossroads where inaction could lead to increased dissonance, churn, and cost. Test Monki worked with the C-Suite, Executives, and Corporate Marketing team to put a strong brand system in place, developing a new and improved brand strategy, brand platform (messaging), and a simplified brand identity. The goal was to create a unified brand look across PSLs that was operational in the sense that marcom teams across the globe could execute effectively and deliverables would always be recognizable as being Halliburton.