Christy Sports Brand Guidelines
The Challenge
Christy Sports has been around for almost 70 years, but did not have codified brand guidelines. In order to keep our brand presence consistent across dozens of stores, seven banner brands, external vendors, and agencies, we needed to document our brand standards. Without documented standards, execution drifts fast.
The Approach
Served as creative lead directing the brand guidelines creation, translating the assets into an operational system internal and external teams could execute upon
Defined a logo system with explicit usage rules
Established a four-season-friendly color and type hierarchy
Set season-specific photography direction
Documented three voice pillars with real example copy and an explicit "what we avoid" list
Built customer personas spanning winter, summer, and patio segments to keep messaging grounded in who's actually being spoken to
The Result
A living, versioned brand document that lets Christy Sports maintain visual and verbal consistency across every banner brand and creative partner — the connective tissue that makes our brand presence executable at scale.
