Consistency is key

Brand Guidelines

In 2019, I joined Home Leisure Direct, a leading provider of leisure products for both the home and commercial businesses, such as pool tables, darts, arcade machines and more. When I joined, I noticed the absence of formalised brand guidelines. Recognising the need for a cohesive brand identity, I collaborated closely with the Managing Director (MD) to develop comprehensive brand guidelines.

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dESIGN cHALLENGES

The creation of these guidelines involved an in-depth analysis of the existing brand elements. I meticulously identified and integrated key themes from the company's established visual and communicative style, as reflected in the existing website design and other marketing materials.

kEY eLEMENTS

Colour Palette: The primary colors were derived from the company's logo, originally designed by the MD. These colors were chosen to ensure consistency and brand recognition across all platforms.

Tone of Voice: We defined the brand's tone of voice to maintain uniformity in communication, ensuring it resonated with our target audience and reflected the company's values.

Logo Usage: Detailed instructions were provided on how to use the logo correctly in various contexts, covering aspects such as background compatibility, size requirements, and spacing.

Typography: We established guidelines on font usage, specifying which fonts to use and when, to ensure visual coherence in all written materials.

rESULTS

The brand guidelines were finalised and approved in 2020. They were then rolled out across the marketing team to be used as a standard for all future marketing collateral. This ensured that every piece of content produced was aligned with the brand's identity, enhancing overall brand consistency and professionalism.

Programmes used

Adobe InDesign

Adobe Illustrator

Adobe Acrobat