A guidelines document was produced for the Australian region but it did not address specific US needs.
The brief was to consolidate the 110 page Australian document into a streamlined, practical 35 page working document, articulate the brand architecture and infuse the brand positioning sentiment of ‘First-in-Firsts’ throughout.
The document was produced to simplify many of the internal design choices and allow the team to keep focused on the big ideas, to enable external vendors to provide consistent marketing and provide a set of ‘marketing principles’ for Marketing Directors in the field.
I championed the document to go beyond a standard guidelines manual to provide strategic consideration in key areas including brand positioning, channel neutrality and message sequencing.
Creative Director: Peter Donnelly Contributors: DeeDee Robertson, Daniel Luzier, Phuong Nguyen, Lindy Shabata, Amy Ramirez, Tess Anson Copywriter: Mugs Cahill Project Manager: Mindi Bridges Production: Dave Matli