Babylon Brand Development
Branding, playbooks, art direction & design
When I first joined the creative team at Babylon the brand was growing fast with rapid product development and expantion. This fast pace had unfortunetly created a fragmented and dis-jointed brand that lacked consistency and clarity.
The brief: To explore the creative development of the brand. Design and implement brand guidelines and design playbooks that would strenghten and align the brand across all touch points.
Brand Book & marketing manual
As a creative lead at Babylon I played a key role in the development of the global brand, working together with the marketing creative team I helped lead the creation of a new brand look and feel.
I designed a thorough brand marketing manual that covered everything from why we exist to colour palettes, typography, art direction and illustration. The new guide provided the brand with a clear and comprehensive guide for both internal use and external suppliers to follow.
Social media playbooks
Social media channels were one of the most inconsistent areas for Babylon. Rapid brand development had created multiple design styles and a lack of content structure and strategy.
Working together with the social team I led the development of a social media playbook. Our initial work looked at defining which content was appropriate for each social channel. Once we had defined the type of content we would produce as a brand, I then oversaw design and art direction for all social content.
We developed a selection of templates and style guides covering all organic channels, focusing on everything from instagram posts and stories through to YouTube videos and page headers. The solution allowed us to go from a confusing fragmented brand to informative content hub, producing an engaging mix of medical and lifestyle content.