Our team was tasked with creating a concise, informative guide for the Caris Life Sciences visual brand. I began by reviewing other brand standards guides the client provided, as well as pulling lessons from strong brands' guides. While a good part of the project required basic copyediting and compilation, an equal or greater part called for original content relevant only to the Caris Life Sciences visual brand.
For example, like most brand standards guides, this document addresses the brand's imagery style, but it also specifically discusses the importance of the scientific-human balance essential to Caris Life Sciences' mission, and how this translates to the brand's photography and scientific images. The finished product included dedicated sections for approved logos, color palette, typography, imagery, brand elements, and sample iterations.
