The AMP brand guidelines documented the high level principles of how to work with each elements in the creative tool-kit. I was responsible for creating all of the assets within the tool kit, writing the principles and updating these guidelines. In addition to these guidelines, the our team managed a central Brand Hub (intranet site) and conducted regular induction training sessions with AMP staff and suppliers.
There were multiple volumes to the guideline documents. Our Identity (covering logo, fonts, colours, photography, shapes, patterns, icons, graphs and charts); Illustration Guidelines; Video Guidelines; EDM Guidelines; Our Voice Guidelines (Language, tone of voice); Microsoft Guidelines (Powerpoint, Word and Excel templates); Document Guidelines (Indesign templates).
So that all employees could have access to the guidelines a Brand and Advertising Hub (intranet) was established as the go to place for all things brand related. In addition to the guidelines it provided all assets – such as logos, icons, shapes, patterns and templates. Staff could also refer to best practice examples, historical advertising campaigns and consumer research findings.
