Architecture strategy and naming: 4–6 weeks. Visual identity for the sub-brand: 6–8 weeks. Website for the sub-brand: 8–12 weeks. Full sub-brand launch from strategy to live site: 14–18 weeks. Timeline compresses significantly when the parent brand architecture decisions are already made before the engagement begins. The most common timeline extension is the naming phase — sub-brand names are constrained by the parent's naming convention, trademark portfolio, and domain availability, which requires more iteration than naming an independent company.
