At deepblue networks Budapest, I joined the Brand Activation Team, a group of designers, copywriters, art directors, strategists, and industrial designers that completed Brand Activation Guide and Standards documents for Imperial Tobacco.
These 3-4 hundred page guides directed ITG markets (Russia or Morocco to Taiwan or Germany, pretty much everywhere) on how to launch products or relaunch new pack designs. This included the creation of over 100 executions in an interactive pdf document, and also has been printed out as a book.
The executions targeted internal staff, trade and retail, and consumers in stores, at bars, at duty-free and digitally. It was international in scope, and multi-channeled in its approach.
I contributed to five of these documents, beginning with the concept and working all the way through to completion and delivery 12 weeks later.