As brands grow and change, so do their identities. Over the past few years, Procter & Gamble has evolved their brand identity to convey what the world’s largest consumer products maker stands for – far beyond a style guide of logos, colors, fonts, and campaigns. Maintaining brand standards across the world in such a diverse organization is no easy task, and to help P&G’s Corporate Design function tell a compelling story of its equity and provide visual and strategic guidance to all of their teams around the world, P&G turned to Hyperquake to help bolster the brilliant work their internal team has done to update it’s iconic brand.

Take piles of assets and strong current brand guidelines and connect them with emotion, while simplifying them into one simple, engaging form – the Blue Book. This meant combining why the P&G brand exists with consumer insights, and connecting the legacy of the brand to future innovation and sustainability, along with iconic assets and standards. This became much more than a style guide with strategy – it became a way to connect and inspire an entire organization to how and why the brand looks, feels, and sounds the way it does.

The Blue Book brings to life the world of P&G and its brands. It collects the strategy behind its platforms and the guidelines for activating the brand with consumers and key stakeholders. It also provides access to embedded assets, supporting documents, and videos in an interactive PDF that is easily shared around the world. It tells stories and makes connections. Most importantly, it simplifies complexity. And to the lives of many people who help create, manage, and sustain the P&G brand on a daily basis, Blue Book is invaluable.