The following represent a cross-section of brand, visual identity and campaign standards I've created as part of larger client projects. These guidebooks are typically created in partnership with a writer to include tone of voice, value prop, etc, in addition to the graphic standards.

Way Brand Book

After developing Way's new logo and web site, writer Troy Longie and I created a comprehensive brand book to help set the Way team up for success post-launch


Old El Paso Campaign Guidelines

I worked with a small team of freelance creatives to develop a campaign direction for Old El Paso's new stand-up hard shell taco. The guidelines were developed for General Mills internal team to execute on the campaign.

General Mills

Stonebrooke Brand Identity Guidelines

As part of the ground up rebrand for Stonebrooke Engineering, writer Troy Longie and I created brand identity guidelines for their internal team.

Stonebrooke Engineering

Ecolab Life Sciences Brand Identity Style Guide

Through Minneapolis agency Schermer, I developed a new visual identity for Ecolab's Life Sciences group. The groups new visual language needed to work in tandem with and fall within the broader Ecolab Global Brand Guidelines.