Brand
Brand
Evolution
Evolution
Reimagine how Canon communicate their brand identity across Europe, Middle East and Africa.
Overview
01
Brief
Modernise how the company communicates it’s visual identity and brand guidelines across Europe, Middle East and Africa.
02
Role
Full-stack principle architect, product owner & creative lead.
03
Outcome
After initial discovery, strategic planning, and business alignment across key stakeholders and specialist teams, I was able to deliver an innovative new digital brand platform with the utilisation of Frontify. This enabled the business to communicate their brand in a way never seen before. Innovation & pure initiative won.
Moving away from a traditional PDF to a digital brand platform helped the business unlock mobile viewing capability which was previously not possible, enabling faster brand related workflows, clearer understanding of guidelines and more.
I also helped house critical guidelines, a wide variety of business templates and core literature under a single source of truth, a one-stop-shop if you will for all things brand. This helped internal employees and external access key information 24/7, and certainly helped users across varying time zones when someone needed to understand a specific brand topic.
Launched a business-first Campaign & Toolkit area where flagship initiatives were hosted. These would include a full breakdown of the campaign including brand approved templates. What would have previously been created as a PDF/PowerPoint, is now all online.
I helped deliver strategic brand campaigns & initiatives that improve clarity on otherwise unclear brand topics, in this example, Illustration principles were developed and then immediately mapped into the now business wide adopted digital brand platform.
Point of sale / retail templates / campaign templates were developed to help support wider adoption across European sales organisation and 52+ locales. Templates were often used to help reduce brand inconsistencies or at the very least, ensure an overarching campaign structure is clear and easily adoptable.
Templates were created across a large variety of formats, print & digital oriented. Campaign adopters and marketing teams were able to utilise these files themselves, or as part of a briefing to a creative agency.
Unlocking access to core brand information on the move, enabled faster brand clarification for flagship campaigns and projects across the wider business including marketing teams and creative agencies alike.
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