Brand Communication Guidelines
What began as a guide to standardizing grammar on our website evolved into a massive project that I deeply invested myself in — part brand positioning, part communication style guide and a crucial element missing from our company DNA.
One of the biggest challenges of working for a company overseas is bridging the cultural disconnect. More than ever, consumers want to feel like they are a part of the brand they buy. A significant part of this project was convincing our company of several thousand employees to truly believe in this idea that was so foreign to them.
