Growth without structure is just expensive chaos.
We help you turn complexity into clarity – brand architecture that doesn’t just organize what you’ve built, but creates the system for everything you’ll build next. The kind of structure that scales.
Most brands
don’t need more products. They need better structure.
You’ve built something valuable. Maybe multiple things
The products work. The audience is growing. But when you look at your portfolio – it feels scattered.
✖ Your offerings don’t tell a coherent story
✖ Customers are confused about how things fit together
✖ You’re launching new products without a clear system
You don’t need another product roadmap. You need brand architecture services that turn what you’ve built into an ecosystem people can navigate, understand, and grow with.
Because the brands that scale don’t just add more.
They design systems. That’s infrastructure.
That's what we build.
Who We Are
We're a brand architecture consultancy that believes structure is strategy, not admin.
Founded by ex–PUMA, Disney, and Warner Bros. brand exec Oana Leonte, unmtchd. brings the brand ecosystem thinking used at billion-dollar brands to businesses that are ready to organize for scale, not just survival..
Because complexity without architecture is just expensive confusion.
unmtchd. Brand Architecture Services
We help you:
Design your portfolio strategy
You have products. Maybe services. Maybe content lines. We help you understand how they relate, what hierarchy makes sense, and which model – branded house, house of brands, hybrid – fits your business and ambition.
Map your brand ecosystem
Most founders can’t see their full system. We visualize everything – current offerings, planned launches, partnerships, content, touchpoints – then identify gaps, overlaps, and opportunities for strategic connection.
Create naming systems that scale
Random product names create confusion. We build naming architecture – the conventions, patterns, and principles that make new launches feel cohesive, not chaotic. So customers know where they are in your universe.
Structure sub-brands and extensions
Launching a new line? Expanding into a new category? We help you decide when to create a sub-brand, how to position it, and how it should relate to the parent without diluting equity or creating confusion.
Build product line architecture
We organize your SKUs, tiers, and offerings into a hierarchy that customers can navigate. From entry-level to premium, from core to seasonal – architecture that guides both customer journey and business decisions.
Design for future growth
Great brand architecture isn’t just about today. We help you build systems that anticipate what’s next – new products, new markets, new business models – so you can scale without rebuilding from scratch every time.
Our brand architecture services don’t stop at org charts. We help you build the structural systems that make growth feel intentional, not reactive – and customer experience feel seamless, not confusing.
Our Brand Strategy Proprietary Process:
The unmtchd.™ IP Stack
A 3-step framework to turn your brand into an organized, scalable ecosystem.
Codify Your Ecosystem
We start by auditing everything you’ve built – products, services, content, partnerships, ideas in progress. Then we identify the patterns, the core IP, the throughline that connects it all. This becomes your brand’s structural DNA. The foundation your ecosystem builds on.
Build Your Architecture
From your core, we design the structure: portfolio hierarchy, naming conventions, sub-brand strategy, product tiers, and touchpoint mapping. Not theory. Not a pretty diagram you’ll never use. A working system that guides decisions, clarifies customer journeys, and scales with intention.
Scale Your Universe
Great architecture compounds when you build inside it. We help you activate your system – launching new products within your framework, training your team on how to use it, ensuring every new initiative strengthens (not dilutes) your brand. The result? Growth that feels designed, not desperate.
unmtchd. Brand Architecture
Portfolio Strategy & Architecture Design
We define how your brands, products, and services relate – then structure them into a system that customers can navigate and your business can scale.
Ecosystem Mapping & Audit
We visualize your entire universe – what you have, what you’re planning, where the gaps are, where the opportunities hide – then turn complexity into clarity
Naming Systems & Conventions
We create the naming architecture that makes new products feel connected, not random. The patterns, principles, and conventions that scale as you grow
Sub-Brand Strategy & Launch Architecture
We help you decide when to create a new brand, how to position it, and how it should relate to everything else in your portfolio without cannibalizing or confusing.
Optional access to the Unmtchd. community and tools
We’re a small, intentional brand architecture consultancy.
You work directly with Oana to turn your portfolio into a system, your complexity into clarity, and your growth into something designed – a brand ecosystem people can understand, navigate, and scale with.
How Our Brand Advisory Works
DISCOVER.
Map your universe.
Most brands don’t see their full system. We start by visualizing everything you’ve built and everything you want to build – then identify patterns, gaps, and the throughline that connects it all. This is where chaos starts making sense.
What you get:
Clarified brand portfolio: your products, sub-brands, and IP structure
Ecosystem audit + competitive/category architecture analysis
Portfolio-led positioning framework
Naming and hierarchy foundation (conventions, tiers, relationships)
Brand universe visualization (offerings, channels, touchpoints, partners)
A tailored architecture roadmap for what to build or consolidate next
👉 Perfect for brands feeling stuck, misaligned, or ready for their next chapter.
DEFINE.
Build your structure.
Over 6-12 weeks, we design your brand architecture – portfolio hierarchy, naming systems, sub-brand strategy, product tiers, ecosystem maps. Not a document you’ll file away. A working system that guides every launch, every decision, every customer touchpoint.
What you get:
Portfolio architecture and sub-brand strategy
Naming system and conventions for scalable growth
Signature ecosystem design (your product universe and how it connects)
Brand architecture playbook to guide internal alignment
Product roadmap integration, launch sequence, and expansion system
New offering integration or portfolio activation plan (if relevant)
👉 Ideal if you’re rebuilding internally, aligning a growing team, or preparing for scale.
DEPLOY.
Grow with intention.
Strong brand architecture only works when you build inside it. We help you activate your system – launching products within your framework, training your team on how to use it, ensuring every new initiative reinforces (not dilutes) your brand structure..
What you get:
Monthly check-ins or ad hoc architecture advisory with Oana
Portfolio and product launch strategy feedback
Brand architecture system upgrades (new tiers, sub-brands, naming)
Internal workshops for teams (e.g., ecosystem thinking, portfolio strategy)
PPre-launch architecture reviews, new SKU audits, and hierarchy validation
Strategy for new product lines or market expansion
Roadmap for scaling architecture across markets and categories
👉 Best for founders and brand leads who want a long-term partner in their corner as they evolve.
Who We Work With
LEGACY brands
Brands with decades of products, multiple lines, and equity to protect. You need to organize without losing what made you matter – structure that respects history while enabling the future.
Founders
Visionary founders launching second products, building multi-brand portfolios, or scaling from creator to company. You need brand architecture that grows with you, not holds you back.
Brand/marketing leads
Portfolio managers juggling SKUs, sub-brands, product launches, and confused customers. You need structural clarity, not just another launch plan.
We also work with early-stage brands planning to scale. If you’re thinking ecosystem, not just product, we’re in.
You Also Get Platform Power
Being an unmtchd. brand architecture client means more than just consulting.
You join an emerging platform designed to support structured growth:
- Exposure to our community of brand-first founders and ecosystem thinkers
- Strategic content distribution across LinkedIn, YouTube, and live sessions
- Access to top-tier brand and product strategy talent
- Collaboration opportunities with other portfolio-building brands
- Even at this early stage, unmtchd. is built to help you scale with structure.
“I’ve spent 20 years building beloved global brands like PUMA and Disney, brands that earn trust, spark emotion, and create real impact. Now I help founders and brand teams do the same – crafting stories, systems, and experiences that people don’t just buy into, but believe in.”
Oana Leonte – founder of unmtchd.
Work with Us
We advise legacy and consumer brands on IP, brand ecosystems, and cultural strategy to help future-proof the business, unlock new revenue streams, and build lasting relevance.
What We’ve Helped Build So Far
Provided brand strategy consulting fora fashion founder on brand architecture ahead of a new product line
Co-created a new narrative for a product founder launching a brand extension into community
Worked with a heritage brand to modernize messaging without losing authenticity
Guided a content creator through launching her brand as a scalable product ecosystem
Helped a wellness startup reposition from features to founder-led storytelling through brand advisory
Mapped the brand ecosystem of a D2C founder with overlapping offers and unclear hierarchy
Partnered with a sportswear startup to define its IP stack and brand world ahead of investor outreach
Supported a beauty brand in defining their brand voice for Gen Z expansion
What People Say
Niall Cleaver
Since the very start of Cupsly, Oana has been there guiding me. She hasn’t just given advice, she’s helped shape the brand into what it is today. From the way we think about growth to the long-term foundations we’ve put in place, her input has been game-changing.
Klarissa Rother
I had a strong vision but no clear direction. My brand, my offer, my message all felt like a blur.
With Oana, we clarified my positioning, my offer, and my marketing strategy – fast and to the point.
Adriana Caliri
Oana is pure genius. She doesn’t just “do branding”, she sees your business through the eyes of the people you want to serve, and helps you shape it so they instantly connect. We spent three powerful days creating our brand IP, and she and her team will be by our side all year.
Avital Eusgeld
Oana is such a breath of fresh air. She has the best energy and posses so much wisdom. Our consulting session was PACKED with actionable tips and advice and I came away knowing exactly what my next steps were. 10/10
Alexandra Lewandrowski
Oana is an outstanding marketer. Her strategic approach, creativity, attention to detail coupled with empathy, integrity and dedication to her team and colleagues make it an absolute pleasure to work with her. Watch this space.
Thomas Josnik
I highly recommend Oana for her exceptional drive, energy, and innovative mindset. Her boundless energy and forward thinking mindset consistently propel projects forward, while her relentless determination inspires those around her.
Ken Kralick
Oana is truly a gem of a person and a strong marketeer. She is thoughtful, considerate and genuinely kind to those around her. She’s also strong in her trade. We worked together on many initiatives and through it all, Oana was always weeding through the various potentials to highlight and then drive the best products with a strong story to tell for the brand.
Pauline Beroud
Oana has a deep understanding of the retail fashion industry, from trending, product conception to go-to-market strategy; both at local and European level. She is always on the look out for what’s next, making her a real value for any fashion brands.
Laurent Taieb
Oana’s expertise in the apparel area with focus on mass market and fast fashion retailers alike was a great part of our success in the development of our franchises in Spain. She has a strong background in sales as well as product development with huge experience in licensing across various other product categories.
Let’s Build Your Brand
This is not for everyone. But if you know your brand is capable of more – if you want to scale with structure, not just momentum – then let’s talk.
Or, start inside the Unmtchd. Collective and learn our architecture frameworks: