Brand Building and Strategy
UPS Brand Guidelines
Updated and consolidated the 50+ document catalog of UPS brand guidelines into one clear, concise document called Brand 101. By loosening the restrictions and placing guidelines on element usage we allowed for more variety in design and reduced the template look that had prevailed in previous years.
The new execution has saved UPS time and money by improving on-brand communication production while reducing review and revision time.
Developed and implemented a graphic system adaptable to virtually any retail situation or setting around the world. A simplified, and neutral, color palette with clear direction for proper logo and text usage offered a very flexible retail activation that remains true to the UPS brand and is also flexible enough to allow for co-branding.
The new guidelines have enabled the UPS Express management team to show partners worldwide how to better implement the power of the UPS brand in their retail space and to apply the UPS Express visual system consistently throughout the world. The results are more efficient store build-out and a stronger and relevant brand identity globally.
Popeyes Louisiana Kitchen
I worked with Popeyes to achieve branding consistency by defining core brand elements and brand standards, and as a result, a streamlined brand approval process. I also developed company-wide educational and communication plans for Popeyes’ use internally and with franchisees.
Conducted a brand asset inventory to define and develop master brand standards for domestic and international markets. I also developed an approval process for branded marketing materials and created brand education materials used in yearly training sessions.
Increased brand adherence among employees and franchisees leading to a uniform presence across all restaurants domestically and internationally.
Internal Branding and Communications
Coca-Cola European Partners
Led the team that created a recognizable brand for Coca-Cola European Partners internal communications, called Connect. Grow. Win. The visual system is used in all aspects of HR and internal communications, from recruiting to employee engagement initiatives across 7 countries in Europe.
Our strategy was to treat internal communications as we would external marketing and branding. Using multiple touchpoints that included print, digital, events and video we created a recognizable visual and verbal language that reached people in the workplace and at home. The approach increased employee engagement scores and won numerous IABC and Melcrum awards.
How does a global telecom inspire and accelerate the development of women leaders? I worked with AT&T to create and launch a community to share resources and opportunities for women in the company.
I led the team that ideated and developed the program, named and created the visual identity. I wrote the launch plan to introduce “WOW!”, the largest internal employee engagement initiative within AT&T.
A digital space was created to engage women and allow them to collaborate and gain advice from other women within the company, this included starting mentorship circles. The plan included 60 mentoring videos of women and upper management speaking about their journey at AT&T as well as digital, print and environmental assets. The program was used in recruitment efforts and campaigns targeting women on college campuses.
The Women’s Employee Resource Group grew from approximately 800 members to 2,300 members. The mentoring program now has over 30 mentoring circles impacting 200 employees across the company.
Clearleap (now IBM Watson Media)
Worked with Clearleap to solidify brand positioning and build a visual system. Created marketing campaigns and developed a website, emails, tradeshow booths and marketing materials.
Clearleap successfully expanded into Europe, Asia, and South America before being acquired by IBM Watson.
Led effort to brand a master-planned community so that it stands out in a difficult market and create a website that is an effective generator of online sales leads. I researched the market and focusing on authentic brand attributes, I drove the naming process, created a logo system, website, signage, sales collateral, banner ads and print advertising that positioned Bryant at an advantage.
Bryant Lake launched to excellent traffic, and our web-to-CRM functionality consistently delivered sales leads to the marketing management and to the on-site sales team.
Garden of Life
I developed an identity system that communicated Garden of Life’s unique values of organic health and lived up to the brand’s premium position in the market. The program included packaging systems for multiple product lines as well as extension of the identity to in-store materials, sales collateral, trade exhibit and website.
Upon launch of the new package designs and the refined brand system, retailers and consumers quickly responded, and product sales outperformed aggressive initial sales goals. The identity guidelines have also equipped Garden of Life to maintain brand relevance and effectiveness while enabling ongoing product development.