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Overview of Branding Guide - I developed this branding guide as a manual to expanding brands into new territories. Though this was created for Old Spice, the guide could be applied to any brand looking to diversify.
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The Language of the Brand - The guide begins with defining the Language of the brand, not just the aspects of the brand that the user comes into contact with but also the language that the company and the designers use in regard to the brand.
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The Elements of the Brand - I created a checklist of elements required for successfully establishing and identifiable brand presence.
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Brand Inspirations - In the same way that individual concepts have Mood Boards, I believe that brands need "Essence Boards". These are the elements that the brand always draws upon--it may interpret them differently based on season and other variables, but it always looks to them as guides. Using an approach like this allows the brand to maintain familiarity when moving into new arenas.
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The Take Away List - A summary of the guide and the research.
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Old Spice re-Brand

As a part of an internship with Procter & Gamble I developed a branding strategy guide, to morph Old Spice into a prestige brand.