Creative & brand standards

I love a brand guidance project. Honestly, nothing gets at the center of what a place is all about, and has potential to change so much. I’ve been fortunate to be on multiple brand definition efforts at the Co-op but the Real, Alive & Connected work is my favorite for how effectively it transformed the Co-op. Yes it shaped our creative expression, but it was when the real estate folks called me into their office and asked me which of our stores were on brand that was when I knew we had made it. This work was literally at the center of the biggest decisions at the Co-op.