Brand strategy / Communication
Xpert Brand Orangebox.
Turning brand strategy into a shared reference for the whole team.
- My role
- Brand strategy communication, structure and editorial design.
- Project
- Internal brand framework
01 / THE BRIEF
Make strategy usable.
A brand strategy is only useful if people can understand it and apply it. The Orangebox needed to connect the reason behind the brand with the decisions people make across the business.
02 / THE IDEA
One home for the brand.
Give the strategy a clear home and a recognisable name. The Orangebox organises the brand around seven elements, then connects that framework to practical implications and team responsibilities. A direct editorial voice and strong chapter hierarchy make it easier to return to.
03 / THE BUILD
From framework to application.
The 28-page document moves from context into the brand framework, strategic implications and application. Repeated definitions establish a common vocabulary, while numbered sections and clear distinctions between principles and actions help the team navigate the material.
The visual system uses Xpert’s orange, black and direct typography to make the document feel like part of the brand it describes.
04 / THE SCOPE
What went into it.
- 01
Framework and sequence
Structured a 28-page reference from context through brand definition to day-to-day application.
- 02
Shared language
Organised the seven brand elements into a consistent format so the framework can be discussed and used across teams.
- 03
Editorial hierarchy
Designed chapter openings, definitions and supporting layouts with a clear reading order.
- 04
Practical application
Connected strategic principles to decisions and responsibilities beyond the marketing function.
05 / THE RESULT
Where it stands.
A single internal reference for understanding the brand and applying it consistently.
Internal framework. Cover and opening divider shown; strategy detail remains private.
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