90 Arrival
Brand Strategy
Brand brief
The brand brief is an internal document summarizing the brand strategy. The document is attached in A3 format, and it is meant to be used by Linjen employees in their everyday work. The brand brief is the essence of the brand and provides help and guidelines for decision making and daily tasks. The intention with a document like this is that it will influence the employees in a positive way to help build the brand from scratch. They can have it on the wall next to them or folded as a document on their desk. The backside
has a visualization printed so it can be used as an inspirational poster as well. The top half consists of the vision, the brands promises and the lasting impression, while the bottom half has all the brand elements in keyword form with the big idea in the middle, and logo at the end.