I’m so thankful for my time working in the Marketing Department at Kimberton Whole Foods. Not only did they provide me with creative freedom, but I really had the opportunity to explore what it means to build on a brand. When I started working for them their logo was already created and they were happy with it. However, they didn’t have a style guide or supporting elements—such as fonts, colors, textures, illustrations—to use in addition to the logo to help build their brand.
The challenge was being the only designer to provide elements and structure to all of the different departments representing KWF’s brand. I was constantly thinking on a bare-bones level. How can “XYZ” project elements be used in the future? How can they be integrated in the style guide? There was always a few projects working simultaneously with the style guide gaining content behind the scenes. I was continuously thinking about how the design elements create a voice for the brand.
Why does this matter? I recently worked with KWF for a couple of projects and I was able to complete them in a timely manner because I had these design elements ready to repurpose in a library for their brand. This is essential—not only to create consistency and brand recognition—but also to ensure you’re investing wisely in proper design materials that can be repurposed without becoming redundant.
To view a select number of pages from the Team Member Guidelines recently created for KWF see below. I was fortunate to work with Lydia Sadauskas on this project. She is the Chief People Person at Kimberton Whole Foods and the content creator/writer of this wonderful piece.