Indesign
2025
GOAL: Create a brand guideline that unifies Bill Luke’s visual identity across all marketing and dealership locations, ensuring clear and consistent branding.
Bill Luke needed a clear, modern guide to unify its branding across digital and print materials. This project established key elements such as logo usage, color, typography, tone, etc. to help designers, internal teams, and third-party partners create consistent and recognizable communications for the dealership.
Before this project, Bill Luke had no formal brand guideline, so I developed the company’s first comprehensive standard as the sole designer. The book is organized by individual store, outlining each location’s logos, color palette, tone, audience, and visual direction. It then expands to cover the Bill Luke brand as a whole, including the family history, company-wide logos, photography/videography standards, social media guidelines, disclaimer requirements, and overall brand identity. This guide now provides a unified framework for consistent, cohesive communication across all Bill Luke dealerships and platforms.
Book Mockups:
