With messaging defined in partnership with senior leadership, it was then my responsibility to determine how it should all come to life. Bringing consistency across all creative channels into a unified creative voice was accomplished by defined every detail encompassing logo usage, typography, color palettes, iconography, photography, UI patterns and the crowd-favorite ‘do not’ examples. I lead workshops explaining how these elements should be used, how they could be combined, how they influence each other and the reasons behind why they were decided in the first place. I also ensured any work performed outside of my creative team was held to the same creative standards as my own internal team.