Created the company's first brand guideline

For nearly four years, I was the sole designer on ComputerTalk's marketing team. Along with producing marketing and sales materials, I created the company's first brand guidelines including various communication templates that are now used across the whole company.

Role

Digital Designer

Timeline

2024

Team

Marketing, Sales, R&D, HR, Support

Platform

B2B Software

ComputerTalk had a brand, but it had never been documented.

There was a typeface and logo everyone generally used, but beyond that, the rules were unclear. Which colours were ours? How should the logo be used? How big or small could it go? As a small marketing team, we couldn't review every deliverable going out the door.

Teams across functions made their own design decisions. Decks and communication materials from sales, engineering, and support all looked slightly different, leading to back-and-forth on feedback and time wasted

Time to investigate 👀

I talked with stakeholders across teams to understand where things were breaking down: the types of decks and materials they were creating, what an RFP typically includes, where they got stuck, the types of deliverables that caused the most revisions.

I found out that people didn’t have the right tools to follow and start from. So I created…

Branding guideline

Brand guidelines that shared how and when to use our logo, typography, colours, imagery, iconography, and the tone of voice we typically used depending on the deliverable.

Templates

I also created various templates for presentations and documents such as invoices and RFP proposals, with the guidelines built in. I included a "how to use" slide up front and placeholder text showing what goes where.

These guidelines and templates were adopted company-wide. When someone needed something quickly, they could start from a template instead of starting from scratch.

Other work from this

Along with the guidelines, I produced the full range of marketing and sales materials, including sell sheets, whitepapers, case studies, ad campaigns, and event promotions.

Sales enablement

Sell sheets, whitepapers, playbooks, case studies - materials the sales team used in conversations with prospects and clients.

Digital campaigns

Ad banners, blog graphics, newsletter assets across campaigns.

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