Managing Similar Content Through Multiple Brand Names and Design Styles

As the Creative Design Manager at Lawson Products I’ve had the unique challenge of managing the company’s two main brand names. There is Lawson Products, the parent company which focuses on MRO products, and it’s division Kent Automotive, which focuses on the auto industry. Each brand has it’s own unique visual style since they are marketed to different customers. This required me to develop style guides for each brand to make sure elements are used consistently. I often needed to create two versions for each marketing collateral, one for Lawson and one for Kent. This flyer featuring new mobile device capabilities is an example of how I created versions of similar content but with different branding.

Modifying content to multiple brand styles Lawson and Kent Branded Flyers 2013. CLIENT: Lawson Products, Inc. INVOLVEMENT: Creative concept, brand management, and layout design