Transforming a brand into a design language for everyone

Just as a person changes over time, the physical enactment of a brand is always evolving. Vast quantities of brand material lay untouched in the desks of front line staff at Telefonica & a rapid expansion of touchpoints meant that the physical enactment of the brand was always changing.

Rather than a set of instructions to encourage staff through the motions, Telefonica needed something that would empower staff to contribute to this evolution.

I created a set of flexible, modular information structuring tools that would quickly allow any member of staff to structure research or personal thoughts into a picture of the brand against five key corporate principles – allowing the brand to adapt and evolve over time.