Levi`s: Levi's Brand Standards Map

Credits & Description:

Advertiser: LEVI STRAUSS & CO.
Agency: TURNER DUCKWORTH, TURNER DUCKWORTH
Category: Retail Stores, Restaurants & Fast Food Outlets
Creative Director: David Turner (Turner Duckworth: London & San Francisco)
Creative Director: Sarah Moffat (Turner Duckworth: London & San Francisco)
Designer: Britt Hull (Turner Duckworth: London & San Francisco)
Creative Director: Bruce Duckworth (Turner Duckworth: London & San Francisco)

Implementation
We looked at many different ephemera and historical pieces from the Levi’s archive to inform the design. After development of several concepts, the map idea seemed most inspiring and relevant, since the map is a metaphor for a guideline that defines a path. We crafted the piece with great detail to communicate the authenticity of the brand.

Client Brief Or Objective
Levi Strauss & Company recently moved to a centralized global business model. We were asked to create a brand standard guide that celebrated Levi’s heritage while encouraging consistent use of the design system across all regions.

Outcome
This is an internal piece so there is no market data.

Brief Explanation
This map was designed as an inspirational summary of the guideline that employees can pin up at their desks for easy reference. The challenge was in designing a piece that explains the rules clearly but with few words, while also engaging the user in the brand’s heritage and imparting the need to protect its strong brand equity.