Situation
OptionsHouse needed exploration and documentation of brand standards the whole company could use. Marketing, UX, and technology were shipping without a shared rulebook.
Constraint
Guidelines had to work on ads, web, and traditional channels without becoming a museum piece. Alignment was the product.
Decision
I served as Creative Lead and wrote documented guidelines for brand use, with increased focus on diversity and inclusiveness in design standards so the system was not only consistent but also current.
Outcome
Marketing, UX, and technology had a shared reference for how the brand showed up. The work sat alongside the mobile-first site and campaign surfaces I owned in the same chapter.
What I would do again
Write standards as decision rules (“when in doubt, do this”), not as a PDF of approved logos.
What I would change
I would have paired the guidelines with a living example library in production so teams did not have to interpret the document from scratch.