The French Culinary Institute was growing rapidly in numerous directions (regarding products, services and geography) due to its very entrepreneurial founder and president. Many of these directions were only tangentially related to its core business and were causing confusion from building signage and telephone answering scripts to its website and student diplomas. We were hired to lead this organization’s leadership team in clarifying the brand positioning, strategy and architecture. Through a series of workshops, we were able to discover commonality across all business ventures and define the different layers of the overarching brand’s essence. From there, we developed an architecture (including prescribed branding treatments for all media and venues) that would accommodate all current and future business ventures.