Brand Guidelines
KOHLER Home Services
As a Brand Communications Marketing Consultant, when I joined Kohler Home Services, I noticed a gap in brand guidelines, leaving the brand's identity in limbo. Kohler dealers, agencies, and creative teams were operating without clear direction, resulting in inconsistent advertising that didn't meet Kohler's corporate standards.
Taking the initiative, I conducted a thorough inventory of existing advertising materials and collaborated with senior creative leadership to define what aligned with Kohler's brand standards. By creating brand guidelines and co-brand guidelines, we ensured that all advertising efforts reflected the excellence and integrity synonymous with the Kohler name, and achieved significant cost savings with reduced rework.
HSBC/Best Buy Credit Card
Ensuring adherence to dual brand guidelines, particularly those of HSBC and Best Buy, is essential in Best Buy credit card marketing. This approach guarantees visual consistency in Best Buy branding while complying with HSBC's legal and regulatory requirements for advertising credit to consumers.
As the overseer of creative strategy, development, and production for Best Buy's email and direct mail campaigns, it was imperative to maintain alignment with both sets of guidelines. Failure to do so could potentially result in legal repercussions and damage to the reputation of both brands.
Keurig Dr Pepper + Amazon
Understanding and adhering to digital shelf guidelines is paramount for businesses aiming to optimize product presentation on e-commerce platforms such as Amazon.com. Leveraging my expertise in these guidelines, I specialize in assisting companies in crafting content that aligns with these standards, as demonstrated on Keurig Dr. Pepper’s Core Hydration + and Core Hydration Amazon store pages.
In collaboration with creative teams, account managers, and brand managers, I spearheaded the development and production of Amazon digital shelf assets, encompassing online videos, photography, graphics, and messaging.
Pure Indoor Air
As Head of Marketing at Capital Heating, Cooling & Electric, I led the brand development of Pure Indoor Air. Spearheading the creation of comprehensive brand guidelines, I ensured the identity's integrity and consistency across all touchpoints.
These guidelines played a pivotal role in supporting the brand's successful launch, guiding our go-to-market communications and packaging strategies. Through meticulous crafting, we established a cohesive brand identity that resonated with our target audience and laid the foundation for our marketing efforts.
