BRANDING COLLATERAL
I’ve solid experience of creating a range of branding materials for leading global brands. These include brand guidelines, brand voice guidelines - and guides to producing brand-aligned products and touchpoints. Here’s one example:
CITI CARD DEVELOPMENT GUIDELINES
I’m good at making the opaque clear. And the complex simple. And you don’t get more complex than the development of a new credit card…
Citi is the world’s top provider of credit cards. Partnering with thousands of companies to produce a range of cards. And new ones every week.
So let’s say you’ve had a great idea for a new credit card. But how do you go about making that card a reality?
If you’ve never created a card before it could be daunting. You don’t even know where to start.
We created Citi Card Guidelines to make that process feel simpler. Even if you’ve never created a card before.
Look and feel are very important.
So is the tone that every Citi-partnered card has to convey. And the values it needs to project.
Every element counts. As does their proportions. It's rather like designing a building.
Restraint and self-denial are key components too. You need to ask, is there already a card that does this job? What makes what you’re creating unique enough to deserve to exist?
GREAT BRANDING ISN’T SIMPLY ABOUT MESSAGING
It’s about projecting the living, breathing presence of the brand consistently and compellingly across every touchpoint. The bigger the brand, the more important great brand guidelines are. I have the experience to help you deliver them.