Startup branding value to style guide

From distinct values, emerge strong cultures. Strong cultures steward impactful design. Together, values, culture and design deliver engaging brands.

This project was the foundation of Nant’s culture, its design principles and, above all, its brand. Stated differently, this is how they communicate Nant to their constituents. 

How each of these constituent Groups engages with Nant, for consistency. No matter the person engaging with Nant, they should appreciate how they are specific as a company – their cultural values and behaviors. They should experience Nant's design as distinct – and design principles. And, they should embrace the brand as valuable.

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We created a system that is both a foundation and a work in progress. Where it is immutable, in its description of Nant’s cultural values and behaviors. It will not compromise our design principles, nor the brand guidelines. The design principles and brand guidelines are similarly intractable.

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Where it is open to development is in including the myriad design situations that will test the principles and expand the guidelines. The system does not include every design medium.  But, it sets a clear course and single direction for developing what is not yet defined. And, based on our collaborative behavior, invites those applying these guidelines to help expand them. 

The design system and guidelines were broadcasted company-wide and had a profound impact on the culture, including marketing, product development, ultimately impacting employees and consumers perception of the brand.

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