Working on a brand guide for our own company allowed the entire team to critically look at the crucial and also trite aspects of branding. As we placed each rule and guideline, we wondered about what it really takes to dilute a brand; or the point till which it stays malleable.
This guide helped us discover the variations in our understanding of the same company, settle debates and ultimately, align our vision.
As a young and lean team, we had gotten used to people handling their verticals seamlessly. One of the more challenging tasks was to get everyone to break down their process in a way that was replicable.
For example, sussing out the Tone of Voice from the marketing lead, understanding Logo Play from the animators or the Art Direction from the graphic designers.
I worked on this project as the lead designer and brand strategist at Zeitgeist Design & Development Pvt. Ltd. - 2020
