CREATIVE DIRECTION 

Concept-driven. Cohesive. Clever AF (if that's what the brand calls for). But most importantly: clear. Whether it's a billboard in Times Square or a tiny tagline—if you've lost your customer, you've lost. Period.

© 2017 Exemplis, LLC., All Rights Reserved.

© 2021 IKEA. All Rights Reserved.

EDITORIAL STRATEGY 

Make sure every hashtag, caption and headline ladders up to the right overarching message, strategy and story—whether you're planning out your seasonal campaigns or positioning a start up from scratch. 

BRAND BOOKS+ PITCH DECKS 

COPY + VOICE GUIDELINES 

VISUAL STYLE GUIDE

  • Brand Story (Who We Are) 

  • Mission Statement 

  • Founder Bio

  • Brand Pillars

  • Target Customer Breakdown

  • Voice Positioning 

  • Copy Dos + Don'ts

  • Sample Taglines 

  • Messaging Hierarchy 

  • Seasonal Guides 

  • Photography + Swipe Curation

  • Visual Tone Exploration

  • Art + Image Direction

  • Concept-driven Stories 

  • Layout / Information Design