Brand guidelines are rules that dictate how a business presents itself to the public, encompassing colors, fonts, voice, and design. I aimed to create a brand guide that effectively conveys the company’s friendly and warm approach towards its customers. The bright, dynamic color palette made this project extremely fun to work on.

The initial design took a subtle approach, emphasizing the system rules rather than the panel layouts. Recognizing this as a misstep, I reworked the project to leverage the guidelines in a more expressive manner, opting for a “show me, don’t tell me” approach.