The first step was to establish the brand positioning and DNA of the QPI brand. Once this was established Frame defined the visual treatment, tone of voice, design elements and importantly a brand icon and element that created a dynamic, modern and forward thinking identity for QPI. The final output was a brand guidelines that positioned QPI in the right was globally and consisted of actual examples of most marketing and advertising collaterals, be it printed or digital. The new guidelines were an evolution for the QPI brand and now they are utilised by Frame, QPI internal stakeholders and third party production suppliers.