Overview
RETHINKING STYLE GUIDES
AS DIGITAL PRODUCTS
FOR GLOBAL BRANDS' DIGITAL TRANSFORMATION
IN THE AGE OF DEGLOBALIZATION
Featuring a three-year case study with Greenpeace
Asli Sonceley & Team
04.04.2017
1.OUR CURRENT CLIMATE
THE DIGITAL REVOLUTION AND TROUBLE WITH INTERCONNECTEDNESS
In recent years, innumerable digital channels, content platforms, tools in adtech and ways of making sense out of exponentially growing data have been introduced to brand communications. Touch points between brand stakeholders and audiences have grown into a big bad digital knot. Building style guides like digital products is a nimble step towards untangling this knot.
2.WORKING WITH
A DECENTRALIZED ORGANIZATION
WHEN AN EXPERIENCE AGENCY TACKLES BRANDING
Real life mechanisms of decentralized teams set the scale of what's achievable. Freedom of expression is balanced with careful and nuanced messaging. Campaign communications become process design projects.
THREE USER EXPERIENCE CHALLENGES
1. The subject matter is complex.
2. The target audience is diverse.
3. There are multiple brand stakeholders
SOLUTION: EVER-EVOLVING STYLE GUIDES
3.A UNIFIED IDENTITY &
AN OPEN-SOURCE MOVEMENT
We pulled together the strongest of existing visual components, in an easily accessible and interactive format. The final product is an interactive experience that respects the urgency, speed, and creativity that goes into spreading the word about the Arctic.
4.A VISUAL LANGUAGE FOR OVERWHELMING DIVERSITY
We created a modular and flexible design system that allows versatile applications. The style guide connects all campaigns together, while leaving room for them to adapt, mold and take shape in limitless ways, embracing local nuances and creativity.
5.A WORKING GUIDE FOR ADAPTIVE CAMPAIGNS
An overarching campaign concept must set the tone but not dictate the messaging for decentralized efforts. Oceans Style Guide introduces a linguistic framework to support campaigners in English speaking regions.
6.CONCLUSION
CONNECTING THE CHAPTERS OF THE BRAND STORY
Think of how our favorite TV shows come back to air after a few months of break. You start pulling from memory and complete the story, as soon as you see trailers for the new season of Game of Thrones.
SOLVING PROCESS PROBLEMS FOR SILOED TEAMS
Even offices without the budget and resources to hire agencies should be able to launch polished and effective messages.
WHAT'S IN THE FUTURE?
Branding at global organizations will become even more process oriented. Evolved style guides will help teams navigate the digital space together and effectively.
THE AGE OF THE BOTTOM UP BRANDING
This is how global communications are going to survive in the age of protectionism.
-- Thanks & Appendix --
