Calandra ParamitaBrooklyn, NY
Brand StrategistEmail


NCR Atleos inherited an extensive ATM portfolio shaped by years of product development, acquisitions, and evolving customer needs. The number of offerings and inconsistent naming made the portfolio difficult for customers to navigate and challenging for internal teams to explain consistently.

Calandra worked on the portfolio architecture and naming strategy, helping assess how existing products related to one another and where the system created confusion. The work established clearer organizing principles, product roles, and naming criteria that could support both current offerings and future innovation.

The resulting system simplified how the ATM portfolio was structured and communicated. It gave customers a clearer way to understand the offering while providing NCR Atleos with a more consistent and scalable foundation for managing new products over time.

ATM Portfolio Architecture & Product Naming

Senior Strategist
2023 - 2024
Product portfolio naming and architecture



RECENT / SELECTED WORK



  1. Uber Advertising — Global brand platform and messaging · 2025
  2. Electronic Arts — Identity rollout and Social Impact brand system · 2025
  3. Google Gemini — AI product storytelling and social strategy · 2025






See all work here. 
© Calandra Paramita 2026