Skip to main content


Octopus is a complex brand. There had been a lot of business restructure new initiatives and as a result, the brand was segmented. The brand guidelines had been worked on previously but were complicated, repetitive and unwieldy. In addition to updating and documenting the visual style, I wanted to make this a document non-designers would want to read.


I identified three user cases for the guidelines and created three documents tailored to only give the reader what they need.

The Octopus Brand Book was a document that outlines the personality and goals of the business. The Brand User Manual was a much more pragmatic document that included all the necessary information for using the Octopus brand. Finally, for people who quickly need surface-level information, I created the Brand on a Page document.