bRAND WORK - GUIDELINES + THINKING

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Chevrolet brand guidelines

Developed with an international team of stakeholders, the 106 page international graphic standards were a first for Chevrolet. Never before had the company attempted to assemble such an ambitious document. It was kind of like the United Nations of graphic standards — creating agreement was a major challenge. Then came the U.S version; smaller in scope and suited to local preferences. Sample pages from that abbreviated book are shown here. Organized and written by Julie Lang.

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Johnson Controls facility guidelines

The following guidelines were developed for the international automotive supplier, Johnson Controls, Inc. The company was challenged by rampant brand inconsistencies at factories across the United States. This new guide provided clear direction on signage, door graphics, interior way finding, printed matter and more. Organized and written by Julie Lang.

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Resthaven brand refresh

The following are pages from a brand refresh presentation for Resthaven, a local non-profit serving seniors via a wide spectrum of services. Due to philosophical differences, the organization was at a brand refresh impasse. Utilizing a transparent, strategically-based process, we were able to bridge that divide. Once everyone understood and approved the goals of the refresh, we were able to talk about the work more thoughtfully, removing issues of personal taste from the discussion. This presentation (read from left to right) was delivered to the leadership team as a review of our accomplishments prior to implementation of the rebrand. Designed and written by Julie Lang.

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EarlyWorks simple guidelines

The goal was to position EarlyWorks as the first choice in leading family-focused, non-profit programs. The concept, "architects of change" expressed EarlyWork's passion to act as a force of good in children's lives. This also informed the use of the orange arc and linked back to the client's logo concept. We used the arc to symbolize new beginnings and the framework of positive change. After completing the brand refresh, we developed this very simple guide suggesting the brand expression in words and images, for use by internal staff designers. Design by Julie Lang, copywriting by Nancy Wellinger.

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Cradle to Cradle logo use guidelines

The international non-profit organization, Cradle to Cradle, educates and empowers manufacturers of consumer products to become a positive force for society and the environment.  Similar to the Better Business Bureau, the organization also provides a certification process offering various levels of recognition. After completing the brand refresh and development of the many certification marks, a series of simple guidelines were created for each with basic directions for use. Designed and written by Julie Lang.

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