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Role
Design Lead + Branding Expert
Challenge
How to better guide the branding and the development of activations for the 20+ brands owned by Estée Lauder Companies, a Fortune 500 Corporation.
What should a brand have considered prior to a new product launch?
How is the result measured and accountably maintained?
What are the uniform standards against which Estée Lauder Corporate can compare success across hundreds of brands?
Solution
Develop an extended standards guide and template that begins as a presentation and becomes an organized series of editable check boxes and questionaires. Cover the basics of the branding expectations–from editorial, to visual, don't neglect sensorial–then include a series of global checkboxes that need to be filled out and sent to corporate for approvals. Utilize PowerPoint so all parties can view and edit, streamlining the process of managing a creative idea through to launch.
