Brand standards give creative work a shared foundation. The practical challenge is to make the message useful to a local audience while keeping the identity, offer and product information accurate.
Separate what is fixed from what can change
At Road & Sport Harley-Davidson, I worked across campaigns, retail execution, events, social media, the website and CRM within an official franchise. That meant working with an established brand while responding to the dealership's customers and trading priorities.
I start by identifying the requirements: identity, approved product language, offer terms and the review process. Then I look at the choices available in the story, format, imagery and customer action.
Give subject experts a clear role
Professional services adds a different kind of review. At AWS Legal, my work included communications, publications and marketing collateral. Making the content accessible needs to happen alongside subject expertise, with enough time in the plan for substantive review.
Give credit where it belongs
Road & Sport was named Dealership of the Year out of 52 AU/NZ locations. It was a whole-team win, and I was proud to contribute to it as the dealership's marketer.
The dealership case study and work samples show how I carried a recognized brand through day-to-day campaigns that made its message relevant to local customers.