The brand voice and guide are key foundational tools that distinguish a brand identity. They define what a company does, makes, looks like, sounds like, and believes in. Mark works closely with in-house marketing and creative teams to define the brand voice, and crafts brand guide elements including the story, positioning, mission, manifesto, and customer profiles.
A MASTER AMERICAN SHOE MAKER INSPIRED BY A WORLD OF CULTURE AND STYLE
MARC FISHER BRAND GUIDE
In 2015 Marc Fisher introduced a brand of shoes that aligned his passion for footwear with the greater purpose of recognizing and supporting women who make a positive difference. The company launched with#makeyourmarc, a social media driven campaign starring Karlie Kloss. 2 years before Karlie stepped a foot on set, Marc Fisher enlisted marketing guru Stacy Lastrina to help forge a compelling identity for the soon-to-be brand, and Stacy in turn called Mark (Welsh, that is). Mark developed the Marc Fisher voice, wrote the brand guide, and devised “Marc’s unbreakable rules and regulations”, the company’s design manifesto. Later Mark worked with Stacy again to execute the #makeyourmarc campaign across digital, print, and video.
A PRECISE EQUATION OF 95% HAPPY AND 5% CHIC
JONATHAN ADLER “HAPPY CHIC” BRAND GUIDE
Mark partnered with Jonathan and the marketing team at Li and Fung to create the brand guide for the Happy Chic extension. This differentiated HAPPY CHIC from Jonathan Adler and was utilized by management, marketing and creative teams. Components included everything from homepage templates to store display language..
WE BELIEVE IN SHARING FRESH STYLE WITH THE WORLD
JOE FRESH U.S. BRAND GUIDE
Mark partnered with creative director Jason Losser and the team at Joe Fresh to introduce the Canadian brand to the U.S. He developed a crisp editorial voice and also created the brand guide, a strategic piece that introduced Joe Fresh to everyone in New York – from fashion editors to owners of commercial real estate.
WHAT MAKES US WE
WEST ELM BRAND IDENTITY BOOKS
Over the course of 5 years working with the brand, Mark created foundational tools including the west elm manifesto and a series of brand identity guides that communicated the company's philosophy on design, experience, and the customer relationship.
E IS FOR ELEVATORS, ESCALATORS, AND ESCARGOTS
BLOOMINGDALE’S A – Z CUSTOMER SERVICE GUIDE
Mark was hired by the Creative Director and H.R. department to help improve the standard of in-store service at Bloomingdale’s. He devised the A-Z customer service guide, a piece that mixed equal measures directness and wit to highlight areas the needed improvement. The A-Z was displayed on Bloomingdale’s staff cafeteria walls nationwide.