Cultivating Brand Identity
United Greeneries' Brand Guidelines
United Greeneries, a licensed producer, recognized the need to refine its brand identity while maintaining its established logo. The company sought to create a suite of brand guidelines that would unify its messaging and visual identity, ensuring consistency across all touchpoints.
The primary objectives for the creation of United Greeneries' brand guidelines were:
• To build a comprehensive brand guidelines document that complements the existing logo
• To solidify the company's brand identity and ensure consistency in all communications
• To convey United Greeneries' commitment to sustainability and innovation throughout its branding
While the existing logo was well-received, there was a lack of consistency in how it was used across different mediums. The absence of a unified brand voice and visual guidelines led to a fragmented brand experience. The company needed a solution that would preserve the logo's integrity and enhance brand recognition.
The strategy involved a four-step approach:
1. Research and Discovery: Conduct an audit of the current brand assets and collate feedback on the existing logo's perception. Analyze competitors and industry benchmarks to understand best practices in brand guideline development.
2. Logo Analysis: Deep dive into the logo's design elements, evaluating its strengths and its limitations when applied across various platforms.
3. Development of Brand Elements: Create a cohesive design language that complements the logo, including color palettes, typography, imagery, and iconography. This would ensure that every aspect of the brand’s visual identity reflects its values and mission.
4. Brand Voice and Messaging: Establish a brand voice that resonates with the target audience and is consistent with the company's values. This includes creating messaging frameworks and tone-of-voice guidelines.
The process began with a thorough analysis of United Greeneries' existing branding, customer perception, and market position. Surveys and focus groups provided valuable insights into how the brand was perceived by its audience.
With the research in hand, designers worked closely with the marketing team to build a visual language around the existing logo. Key design elements such as typography, color schemes, and imagery were chosen to reflect the brand's commitment to sustainability and quality.
The newly created brand elements were meticulously documented in a set of brand guidelines. The document covered logo usage, including size, spacing, and acceptable variations; color specifications; typography; imagery; and the application of design elements across various media.
The brand guidelines were introduced through a series of workshops with internal teams. Marketing materials were updated to reflect the new guidelines, and external partners were briefed to ensure consistency across all branded content.
The implementation of the brand guidelines marked a significant transformation in United Greeneries' brand cohesion. Marketing materials achieved a consistent look and feel that resonated with the company's sustainable ethos. The brand's market presence was strengthened, leading to increased recognition and trust among its customer base.
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