Brand Guidelines

I work with designers and strategists to build powerful and recognizable brands by planning, designing, and writing comprehensive brand guidelines that ensure valuable brand assets are used effectively and consistently across all applications.

Below are a few samples of my work including traditional brand guidelines as well as photography, packaging, merchandising guidelines, brand architecture, and brand books.

Guidelines for President

The Harris campaign design team had the challenge of building the plane while flying. To help keep us all moving in the same direction, I expanded upon the brand guidelines provided by our partner agency to provide additional details and maintain the brand flexibility needed when designing across a broad range of applications.

One Whopper of a Guideline

Clocking in at nearly 350 pages, these guidelines go beyond basic branding and packaging to reach a global brand world. I addressed every aspect of the Burger King brand from detailing how to use a dynamic font that stretches and compresses to creating multilingual logo lockups.

Agency: JKR. Design direction and support from the full creative team including Lisa Smith, Jackie Rodriguez, Justin Fines, Taylor Childers, and Kari Porter.

Brand Portal

After completing a brand guidelines for Bud Light Seltzer, I adapted the content to an online brand portal for increased access and functionality. Work included design and development on a Wordpress platform.

Agency: JKR. Design Direction: Max Lozach.

Building a Dynamic Brand

Sometimes the process of creating guidelines reveals complications with a brand. For Michelob Ultra Seltzer, it was the gray ribbon color which was getting lost on background photography.

My solution was to introduce a dynamic gradient ribbon that animates for digital use to create a shimmering effect (see below), and a suite of light, medium, or dark gradient palettes for static applications.

Agency: JKR. Design Direction: Apirat Infahsaeng.

A Side of Heinz

Heinz ketchup is unique in that it not only exists on the supermarket shelf, but also on restaurant tables and in fast food orders. For these guidelines, I established rules, best practices, and photography guidance to standardize how Heinz ketchup appears in restaurant and fast food marketing materials, promotions, and websites.

Agency: JKR. Design Direction: JB Hartford.

Even Marshmallows Follow Rules

Any day that starts with rainbows and marshmallows is a good day, so creating brand guidelines for Jet-Puffed was a labor of love. I evoked the playful spirit of the brand throughout the guidelines while also crafting thoughtful language and diagrams that provide the user with practical information and guidance for extending and maintaining the brand.