BRAND
Strategy
Century 21 Brand Manual
Role: Creative Consultant
Objectives
Emerging from bankruptcy due to the pandemic, the owners of Century 21 hired me to help them rebrand their family's iconic New York City store for a relaunch in 2022. My primary goal was to create an understandable, actionable, and beautiful brand guide that the company could utilize both externally and internally. In making the document, I wanted to provide a brand guardrail for the new operator of their brick-and-mortar and online businesses. Therefore, I sought to write it in the first-person active voice. I wanted the reader to see somebody specific doing something actionable to achieve a clear objective aligned with the company's core values and mission.
Actions
I read, analyzed, and assessed eight voluminous brand books written by four different branding agencies that the company hired before the pandemic. Then, I interviewed the owners, consultants, and vice president of marketing to understand where they agreed and disagreed with the relaunch strategy. I then presented a Brand Positioning Framework workshop based on responses from the executive team, institutional knowledge from key stakeholders, and previous branding work. In the weeks following that meeting, I conducted 5 market analytics tests with an external agency to collect thousands of data points from previous and potential customers in their target market. This testing allowed us to make crucial decisions about the brand logo, amenities, services, website name, taglines, and fonts.
Results
I created two brand books (one for internal use and one for external use), which clearly described Century 21's history, vision, values, mission, principles, positioning, communication style, visual identity, employee guidelines, etc. The company now uses the external brand book to pitch potential brands, vendors, and business partners. In addition, Century 21 uses the internal brand book as a manual for the third-party operator and potential new employees. They aim to use this book to help shape the company culture, create purpose, and build a commitment to long-term success and growth.
Tallia Brand Book & Guidelines
Role: Creative Director
Objectives
My objective for Tallia, Peerless Clothing's high volume proprietary brand, was to create guidelines to ensure that all parties use the brand elements consistently. In addition, I wanted to provide guidelines and tools for using brand names, logos, typefaces, and other design elements in advertisements, photoshoots, packaging, and online communications.
Actions
Assessed brand inconsistencies after interviewing all brand stakeholders. Wrote a brand positioning document clarifying the mission, values, and target audience. Set standards for logo usage. Designed the first-ever comprehensive brand guideline book for all licensees and retailers nationwide.
Results
Aligned all advertising campaigns, licensed categories, packaging, and logo usage with the new brand position.
Peerless Clothing Company Profile
Role: Creative Director | Head of Marketing
Objectives
My objective for the Peerless Clothing company overview was to create a playbook book that described the company's mission and core values. Second, I aimed to create a document summarizing the company's beliefs regarding services, customer interaction, and responsibility to the environment. Third, I sought to identify the company's core values to create a positive corporate culture. And last, I wanted to develop a tool for the executive management and sales teams to acquire new brands and business opportunities.
Actions
Interviewed the executive teams in Montreal and New York and researched the company history from the founder's book and film. Wrote the company profile overview and worked with a graphic designer to layout the document format. Provided the leadership team with a digital version for them to present when pitching new business opportunities.
Results
Peerless now uses this overview presentation when seeking new brands and business opportunities. Consistency of message from all executive stakeholders when speaking to clients.