BUILDING THE BRAND SYSTEM
When growth, acquisitions and evolution leave a brand with a lot of puzzle pieces, someone has to figure out how they fit.
Years of acquisitions, evolving service lines and a growing global organization created a complex brand ecosystem. The challenge wasn't simply creating brand guidelines. It was creating a system people could actually understand, use and adopt.
MY ROLE:
Brand Strategy · Brand Architecture · Governance · Creative Leadership
WHAT I DID:
Brand Strategy · Brand Architecture · Governance · Creative Leadership
WHAT I DID:
• Developed the enterprise brand architecture across acquired brands and service lines
• Built the brand hub, guidelines and scalable creative resources
• Established templates, iconography, photography and visual standards
• Created brand training and onboarding to drive adoption
• Partnered across the organization to bring consistency to the brand
• Implemented a test-and-learn strategy, leveraging performance data and testing to continuously optimize creative
A brand system only works if people actually use it. Here is how it came together.
Corporate Initiatives
Thought Leadership
Social
Websites
Healthcare Sales Enablement
Shred-it Sales Enablement
Customer Tools
Product Branding