Overview
Following the launch of digital membership back in 2023, the organization needed a robust set of brand guidelines to ensure consistency and cohesion across all marketing initiatives from the growth team.
Given that this was a new business venture with a surge of creative requests and no existing framework, my team and I took the initiative to develop a comprehensive brand playbook. This playbook outlines detailed styling and layout standards, which has accelerated our creative process and helped strengthen our overall brand image.
Given that this was a new business venture with a surge of creative requests and no existing framework, my team and I took the initiative to develop a comprehensive brand playbook. This playbook outlines detailed styling and layout standards, which has accelerated our creative process and helped strengthen our overall brand image.
Timeline
February – May 2024
Role
Design Lead, Art Director
Team
Jake Bell, Matt Herrmann, Elliot Vinzon
Business Goals
01 Establish a Cohesive Visual Identity
The biggest goal of the playbook was to further define core visual elements like color, typography, logo usage, and imagery to help enforce brand recognition across brand/growth marketing. Maintaining a consistent appearance helps build credibility and strengthen brand loyalty.
02 Create a Scalable Framework
These guidelines were built with scalability in mind, designed to grow with the brand as it evolves into new verticals and initiatives. We needed to provide a flexible framework that keeps things consistent and aligned, without limiting creativity.
03 Align Tone and Messaging
We also used this as an opportunity to firmly define how the brand should sound across membership, brand marketing, and social campaigns, ensuring all messaging follows the same structure.
