Creating a governed brand standards system to enable consistent rollout of the ‘Rest Easy’ platform.

ROLE
Head of Studio | Creative Operations Lead
Responsible for creative operations, brand governance and stakeholder alignment across the development of the new brand standards system.

CONTEXT
The launch of the ‘Rest Easy’ platform required more than a campaign – it required a governed brand system capable of scaling across teams, channels and partners.

Without clear standards, the risk was fragmented application of tone, typography, colour and visual hierarchy ahead of large-scale rollout.

IDEA
Positioned the guidelines as a governance framework rather than a presentation document, creating a structured system that defined boundaries, clarified decision-making and enabled consistent real-world application.

SCOPE
Led the development of the new brand standards system, translating the ‘Rest Easy’ platform into practical guidance supporting delivery across digital, CRM, POS and internal communications.

DELIVERY
Coordinated collaboration between the studio, internal stakeholders and Leo Burnett, facilitating structured input while maintaining editorial control and structural clarity.

Established a cloud-based live working document acting as a governed project book, enabling transparent contribution, version control and structured review cycles.

The final guidelines codified the visual and verbal identity of the platform, creating a single operational reference point for seven cross-functional teams and external partners.

IMPACT
The guidelines reduced interpretation risk and enabled confident, consistent application of the repositioned identity.

They became the organisation’s central brand reference point, supporting controlled adoption and protecting brand integrity ahead of enterprise-wide rollout.