ADT needed coherent, instructive brand guidelines that allowed all channels internally as well as all external partners to follow rules for design and copy, so as to present a consistent look and tone across all channels and communications.

This 2023 version of the guideline was an update and expansion upon one originally created in early 2020, which required not just a redesign, but a revisit of our brand voice and tone. I had the opportunity to take the lead on refining our tone and voice for this guide into its more conversational, personable and knowledgeable tone, creating a friendlier “voice of authority” for our customers.

Further, I provided many of the descriptions for different design guideline sections to ensure that what we were trying to explain and express came through clearly. It was quite an undertaking, but under the guidance of CD Steve Levy and in collaboration with talented Sr. Designer Bernadette Nguyen, it was also enjoyable and rewarding.