Brand Knowledge Cube

When Bombay Sapphire asked us to review how consistently its brand was being presented across all its international markets, we requested each market to submit every piece of collateral used during the previous 12 months. The review was a revelation. Different teams appeared to be working to different guidelines and had very different perceptions of the brand. We therefore created a single set of consistent global brand guidelines to cover every conceivable piece of collateral and brand experience.

But the guidelines had to do more than promote consistency - we wanted them to inspire the marketing teams to create beautiful work. We needed an inspirational way to package and present the guidelines - something that could not be ignored and that was a thing of beauty in its own right.

The Brand Knowledge Cube was born, an ingenious design that packaged DVDs, photographic libraries, brand booklets and material samples all in one compact library supported by an extranet site. Five years later the Cube is still being used and continues to make a massive contribution to the brand's consistent presentation across the globe.