Calandra ParamitaBrooklyn, NY
Brand StrategistEmail


Chromebook had become closely associated with affordable devices for education, making it harder for the brand to compete for mainstream consumers seeking a more premium laptop. The introduction of Chromebook Plus created an opportunity to clarify the portfolio, but marketing both products to the same audiences risked reinforcing the existing confusion.

Calandra supported the strategy and research behind a new brand architecture. She conducted stakeholder interviews, contributed to quantitative and qualitative research, and helped test different architecture and naming directions with target audiences.

The resulting strategy gave each brand a clearer role. Chromebook could build on its strength in education, while Chromebook Plus became the primary consumer offering. The revised architecture organized the portfolio around audience and performance, creating greater distinction between products and more room for each to grow.


Brand Architecture & Positioning

Senior Strategist
2023 - 2024
Quant & qual research, architecture strategy



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