Cameo brand identity
My first project at Cameo was to re-align and help provide definition around the brand. My goal was to provide a consistent, creative toolkit for Marketing, Product, Growth, and the other internal teams to move forward with. This created a more professional and tailored version of the brand. I began with what was tangible: the company mission and values.
Workshops
After auditing the brand, interviewing the executive board and members from each organization, I led a collaborative card sort and ideation session with the marketing and product design teams. This allowed me to narrow down on the tone of voice and design principles, ensuring designers and writers found them useful and inspirational.
Executive Board Review
I presented back a newly defined brand guidelines document. It included our Brand traits, Tone of Voice, Design Principles, and correct usage of the logo, fonts, colors and imagery. I collaborated closely with the founders of the company to make clear their vision, and landed on something that was Clear, Real, and Fun.
Delivery
It also resulted in a new Brand Guidelines document for usage by third party vendors, and a Brand Resources website for all partners to access assets and information on how to design & write for Cameo. Below are small samples of the tone of voice and brand guidelines. I presented this work to the entire company at an all hands meeting, and delivered assets and documents to each team across the organization.
