Century 21 Brand Manual
Creative Consultant
Objective
Help rebrand the iconic NYC store for relaunch in 2022 after emerging from bankruptcy. Create an understandable, actionable, and beautiful brand guide usable internally and externally. Write in first-person active voice so the reader sees someone doing something actionable aligned with the company's core values.
Actions
Read, analyzed, and assessed eight brand books from four agencies. Interviewed owners, consultants, and VP of Marketing. Presented a Brand Positioning Framework workshop. Conducted 5 market analytics tests with an external agency collecting thousands of data points from previous and potential customers on logo, amenities, services, taglines, and fonts.
Results
Created two brand books (internal and external) describing Century 21's history, vision, values, mission, principles, positioning, communication style, and visual identity. External book used to pitch brands, vendors, and business partners. Internal book used as a manual for the third-party operator and new employees.