Outdated, complicated brand guidelines can get in the way of timely communications when you’re doing business in 140 countries. We worked with ACE to translate a collection of three-ring binders into a dynamic online brand resource.

Situation

If communications guidelines don’t meet the needs of the people who use them, they become an obstacle. With insurance and reinsurance businesses in 45 countries and communicators working every hour of the day around the world, ACE Group needed to retire their inches-think, five-pound guidelines binder and provide online access to their communications standards and resources.

Solution

CoreBrand reviewed hundreds of pages of existing material and interviewed ACE communicators in every region to get a feel for how they work and how they use available design resources. We streamlined both the guideline content and its presentation, updated the image library strategy and programmed decision-driven downloader tools for logo artwork and image files.

Working within the protocols defined by their technology group, we launched a Brand Center for ACE that empowered communicators to find and use the right information, artwork or images and allowed corporate and regional administrators to better manage and share resources.

The success of the Brand Center led ACE to engage us to update architecture, design and functionality standards for their external Web sites as well, as ACE’s commercial business expands to include consumer products.