Leslie Cheng
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Honor Brand Universe

 As Honor’s B2B branch became more and more prominent as the company’s focus, I collaborated with our CMO to lead the process of re-evaluating what each branch of Honor symbolized and looked like. After a series of cross-functional workshops to align on these distinctions, we agreed on the following sub-brands: Honor—as the umbrella company, Honor Home Care—as the D2C home care agency, Honor Care Network—as the B2B home care network, and powered by Honor—as the external facing moniker for our partner agencies that belong to the Honor Care Network.  What followed was this internal style guide, formatted in the same style as the comprehensive  Honor Brand Manual , which was distributed to the team to clear up what these new brands looked like, as well as how to use them.

As Honor’s B2B branch became more and more prominent as the company’s focus, I collaborated with our CMO to lead the process of re-evaluating what each branch of Honor symbolized and looked like. After a series of cross-functional workshops to align on these distinctions, we agreed on the following sub-brands: Honor—as the umbrella company, Honor Home Care—as the D2C home care agency, Honor Care Network—as the B2B home care network, and powered by Honor—as the external facing moniker for our partner agencies that belong to the Honor Care Network.

What followed was this internal style guide, formatted in the same style as the comprehensive Honor Brand Manual, which was distributed to the team to clear up what these new brands looked like, as well as how to use them.

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 Usage chart, snapshot taken from a branded Google Sheets working file, supplied to internal collaborators to cross reference during the dissemination of the new sub-brands.

Usage chart, snapshot taken from a branded Google Sheets working file, supplied to internal collaborators to cross reference during the dissemination of the new sub-brands.