As copy director on Kaplan's brand / creative team within marketing, I led the copy direction on our rebrand. Part of that (rather massive) project involved creating our internal brand book to be a dynamic, user-friendly resource to educate all stakeholders, creatives, and content producers. It covered everything from inspiration to guidelines, use cases to resources. In addition, it functioned as a detailed toolkit explaining exactly how users should employ and implement brand elements into all of their assets according to best practices.
It was important to capture and communicate our brand essence and carefully showcase how we arrived there through both historical and creative context. We ensured that the team would have a comprehensive toolkit to inspire consistent, impactful storytelling across every touchpoint.
