Overview

 

Style guides are fundamental to maintaining a consistent and impactful brand identity. Our approach to developing a style guide emphasizes flexibility, allowing designers and copywriters room for creative expression while remaining within established rules and preserving the core elements of the brand. We start by defining the brand’s identity—clarifying who they are, their core competencies, and aspirational goals—before securing key elements like the logo and fonts, and then work collaboratively with the client, using project feedback, market feedback, demographic studies, and other measurement tools to refine and align the visuals.

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When working within an existing style guide, the group explores improvements where the guide feels outdated or ineffective, using market feedback and demographic studies to ensure relevance. Each product line or brand benefits from a dedicated guide, providing a reference for compliance across the company. For example, when tasked with refreshing Orgill’s style, the creative department identified 29 disparate “corporate” logos and unified them under a single, streamlined logo with clear usage guidelines.