Project Overview

After years of growth and an expanding global footprint, Heys International needed something it had never formally had — a brand guideline. With an in-house design team growing and brand partners and buyers across international markets, inconsistency had become a real business problem. I led the creation of the brand's first-ever guidelines, from strategy through to a deployable system.

Challenge

Without a formal brand guideline, inconsistencies had crept into assets, products, and communications across the board, compounded by a growing team of in-house designers and external partners all working without a shared reference. The solution needed to work at two scales: a comprehensive internal brand book for the design team, and a concise, shareable version for brand partners and buyers.

My Role

Project owner and design lead — led the full development of the brand guideline in close collaboration with my manager and the CEO to ensure the system accurately reflected the brand's direction and worked across all applications.

Deliverables

Full brand guideline book for internal use · Condensed brand PDF for external distribution to partners and buyers

Outcome

The guidelines brought immediate consistency to assets, products, and communications internally and externally. Feedback from both the team and brand partners was positive, with the guidelines notably improving the clarity and efficiency of communication with external partners. For a brand operating at global scale, having a shared system was transformative.