Brand Guidelines & Brand Book
Challenge
Over time, inconsistent logo use, varied tone of voice and unaligned messaging across touchpoints weakened brand perception both internally and in the market.
Approach
Bouncing off of our discovery and strategy phases, McL led a structured brand standards engagement to articulate a clear, compelling identity language that could be easily adopted organization-wide:
Brand Guidelines Development
Created a comprehensive Brand Guidelines document outlining:
Logo usage rules (clear space, color reverses, misuse examples)
Corporate color palette with CMYK/HEX/Pantone values
Typography system with hierarchy and usage
Photography, iconography and graphic style
Verbal identity: brand voice, tone and messaging principles
Brand Book Creation
Designed a narrative-rich Brand Book to inspire:
Brand story and heritage
Core values and audience insights
Examples of how the brand comes to life across channels
Practical application in presentations, social, signage, and digital
Team Enablement
Delivered brand training sessions.
Provided downloadable templates and toolkits.
Set up brand governance guidance for future content creators.
The Outcome was a unified brand expression: All departments now communicate with a consistent visual and verbal identity, improving clarity and credibility.
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Credits
Eileen Riestra, Eileen Tellis, Kevin Kearns, Robin McLoughlin
