Feel Book Spread 1		Feel Book Spread 2		Look Book Spread 1		Look Book Spread 2
Brand Building Blueprint 1		Brand Building Blueprint 2

Problem: While DIRECTV had gone through an intensive re-branding effort with their television presence, their internal creative services department continued to churn out print materials that were off-brand. It became clear that the rank and file at DIRECTV needed some brand guidelines so that all the communications were written in the same voice and had the same look. In talking to the head of marketing there, we also realized that many of the staff members didn¹t have a good understanding of what branding was. We thought that was something worth changing.

Solution: We created a two part brand book, divided into the subsections of "Look" and "Feel." The "Look" portion lay down all the design regulations that any designer would need to know to produce corporate communications: font families, color palette, logo regulations, etc. The "Feel" portion of the book told the story of the brand, its personality, its voice, and its audience. The two parts worked together to explain the concept of branding. When we presented the book to the DIRECTV staff, we explained it like this: "We make things look a certain way to evoke a particular set of feelings. This set of feelings is what makes up the DIRECTV experience. In order to keep the experience consistent, it is essential that we maintain visual consistency."