Moneycorp is an investment and currency exchange company operating throughout the world. Following a rather basic re-brand of their corporate logo and colour scheme, they required a digitally supplied guidelines document which, although not translated, would be usable by their worldwide operations including office and retail staff alike. The project demanded a great deal of research to hammer out not only what would or would not go into the document, but also how many channels of communication were required. Ultimately, the project covered both internal and external comms, online, retail, DM, Press, Co-branding, Stationary, Forms (printed and online) and legal requirements (FSA). The roll out of the basic new look was time consuming but ultimately very effective.
I concentrated not only 'look and feel' but more often than not 'tone of voice' to determine layout and image selection strategies, allowing for the fact that their were a huge number of local markets to consider and as a result dictating an image library which works in London to people in Hong Kong was clearly not the way to go any more than creating concrete grid structures were. In the event, there is a high level of inbuilt flexibility in all the layouts and strategies given and the document appears to be working very well worldwide.