Digital Brand Guidelines
Guardrails, Brand Integrity, and A Cohesive Vision
From digital asset guidelines to email guidelines, there's a vast array of collateral that my team has been responsible for on a global scale. With this wide of a reach, clean, highly organized design systems and templates are essential. From typography rules to modular templates, there's a vast range of territory to cover, that regions can easily follow and localize at their discretion.
My job is to ensure all digital creative follows a highly efficient and organized design system that checks off all of the marketing team's requirements. After consolidating feedbacks from directors from multiple teams and especially our NOAM partners and global marketing, I laid out a comprehensive email guideline then fine-tuned the digital asset guideline (Thank you Candice Park for transferring my digital asset templates from PSD to Figma! The Real MVP). The common denominator throughout both of these workstreams? Ensuring branding was airtight, design rules were laid out in a crystal clear way and fine-tuning digital templates to be as simple as possible for foreign eyes.
Typography. Character counts. Colour systems. Padding rules. Hierarchy requirements. Modular layouts. Static vs. dynamic modules. This guideline covers it all. After noticing a region stacking 6 promos on top of one another in their footers, other regions struggling with a component of the GNAV taking up too much real-estate above-the-fold, extremely lengthy footers, 6-8 different type sizes being used in the footer banners, inconsistent icon styles, zero Loyalty incentives... I knew there was a lot of work to do here. It's a good thing I love makeover TV shows as much as I do, because that's exactly what our email library needed.
Digital Asset Guidelines
On the left (below) you will notice a classification of several kinds of digital assets that I'm used to delivering to regional partners. These classifications each:
- Provide the designers with clear instructions what layers are to be included a flat exports, and what layers are for environmental reference only, for their own context.
- Informs where HTML copy will sit and what the character counts are, so that the editorial team can input copy for each layout and all copy fits within the site parameters
- Illustrates for regional partners or cross functional teams receiving these working files what assets and what copy live where, and if any of the existing CMS on the site needs to be customized to ensure variables are accounted for, such as layout adjustments or color adjustments for legibility (for ADA compliance reasons).
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