Brand, Shopper,
and Digital Guidelines Creation
Over my career, I’ve created and contributed to more guidelines than I can count—seriously, I might need a new shelf for them all. Whether working as part of a team or flying solo, I’ve had the pleasure of shaping the rules (the fun kind, not the boring ones) for global brands like Guinness, Pepsi, Coca-Cola, SanDisk, Baileys, and more.
Here’s what I’ve been up to:
• Brand Guidelines: Establishing tone, identity, and design principles—because even the world’s biggest brands need a style manual to keep things snazzy.
• Shopper Guidelines: Crafting POS and retail systems that make sure you’re tempted to grab that product right off the shelf (or at least think about it).
• Digital Guidelines: Defining frameworks for campaigns, social media, and e-commerce—so brands shine online without looking like they just discovered the internet.
It’s been a journey of shaping consistency, sparking creativity, and making sure no brand goes rogue on my watch.
CLIENT: Various
EXPERTISE: Design and Visualising
SOFTWARE: Cinema 4D / Redshift / Indesign / Illustrator / Photoshop
Danette Guidelines
Baileys Shopper Guidelines
Blue Moon Guidelines
Guinness Guidelines
NAT Bears Guideline
SanDisk Guidelines
Sensodyne Rapid Relief Guidelines
Toblerone Guidelines
Wunda Guidelines
Xbox and Lucozade Toolkit
Quaker Guidelines
The Bighalf Guidelines
