PROJECT. Created the brand for a parent company of 22 separate existing companies. This included a brand strategy, creation of a brand culture and voice, and brand assets, including a name and logo.
ROLES. Brand Strategist, Content Creator and Designer: Brand Playbook & Style Guide
This team of 22 independent RV dealers came together to create a nationwide RV rental company. Our work was cut out for us, but through tried and tested processes, we methodically whittled out a thorough and comprehensive brand.
To create a solid foundation for this new company's brand, I created what I call The Branding Playbook. This unique document was designed to document the brand journey, as well as culminate decisions regarding their brand as a whole. It included all discussions, data, and creative solutions in one easily referenced PDF document that they could disseminate amongst their decision-makers and employees across the nation.
Because this company was so large, it was important that RoamAway's messaging, imagery, and logo connected with their audience. We did several user tests to figure out exactly what spoke to whom...and what did not.
The style guide secured the aesthetic information, voice, imagery, and brand personality so that it would all remain consistent through every aspect of the brand. As it would be sent to each independent dealer through the country, it was especially important that the brand remain consistent.
This brand was very photo-heavy, so it was important to know how colors needed to interact with the photos that they would use.
Knowing what not to do is just as important as knowing what to do, and the style guide includes several examples of both.