The Creative team at Thrasio grew extremely rapidly to keep up with the pace of acquisitions averaging one new brand every week. In addition to running in hypergrowth mode, we needed to be able to very rapidly optimize acquired brands, including creating brand guidelines that would allow other lines of business to faithfully and consistently execute brand communications, product development, and ad creative.
To enable the creative team to swiftly assemble brand guidelines appropriate for the complexity of the brand under work, I created this template in collaboration with the graphics ACDs. My goal was to clearly define terms, and give writers and designers easy-to-follow direction on the information that needed to be included depending on the complexity of the brand. This template made it possible for the creative team to consistently complete brand guidelines within 3 months of the acquisition of a brand.