Case Study: Common Care – Crafting Consistency with Comprehensive Brand Guidelines and a Polished Brand Deck
Case Study: Common Care – Crafting Consistency with Comprehensive Brand Guidelines and a Polished Brand Deck
Client
Common Care
Industry
Beauty & Cosmetics
Main Market
CA/USA
Project type
Brand Guidelines, AFTERBRANDING™
Year
Deliverables
Brand Guidelines, Brand Deck
We worked with Common Care, a beauty brand aiming for consistency of visual elements across their website and products. We crafted elaborate brand guidelines for them, together with a refined color palette and concise usage instructions. All the work was completed in two revision round, as per project brief.
Client Background
Common Care is a beauty brand with a strong foundation, featuring an existing logo, website, social media presence, and a range of products. However, the brand lacked a cohesive visual and strategic framework to tie everything together. They sought a solution to establish consistency across all touchpoints while elevating their professional appeal.
Challenge
Despite having the essential elements of a brand in place, Common Care faced several challenges:
Lack of Consistency: Disconnected visual elements and messaging across platforms.
Undefined Guidelines: No clear structure for applying their visual identity.
Presentation Gap: A need for a professional, visually engaging brand deck to communicate their values and offerings effectively.
Approach
The project was divided into two main phases:
Brand Guidelines Creation
Research & Analysis: I began by thoroughly reviewing Common Care’s existing assets—logo, website, social media and products.
Developing a Cohesive Palette: Inspired by their existing visual elements, I crafted a versatile and harmonious color palette that reflected their brand essence.
Collaborative Revisions: After presenting the initial concept, we fine-tuned the guidelines through two rounds of revisions, ensuring every detail resonated with the client.
Comprehensive Brand Book: The final document included logo usage, typography, color guidelines, and application examples across platforms to ensure seamless integration.
COMMON CARE BRAND BOOK Brand Deck Development
Information Gathering: Using the client’s materials and website content, I organized and structured the necessary information.
Visual Design: I crafted a clean, engaging, and professional design that aligned with the newly established guidelines.
Iterative Process: The initial design covered key pages, setting the tone for the rest of the deck. Following two revisions, the final brand deck was polished and complete.
Results
Elevated Consistency: The brand guidelines provided a unified framework for Common Care’s visual identity, ensuring cohesive representation across all touchpoints.
Professional Presentation: The brand deck became a valuable tool for communicating the brand’s story, values, and offerings in a polished, visually engaging manner.
Efficient Collaboration: The streamlined process, with just two revisions for each phase, ensured timely and effective delivery.
Explore the Project
View the full project here: Common Care on Mariya Design
"Mariya has done amazing work for us.
She is very smart and detailed oriented and works quickly to provide quality work.
I would highly recommend!"
Lauren M.
Common Care
