When I came on board with VisitBreck, the only branding already in place was a simple logo, a black and red color scheme and a single font family. As we approached some big challenges as a marketing team, to increase the presence and conversions of this luxury vacation home booking engine, the first step was to create a comprehensive brand document to identify our positioning within the market. I created the first such document the business had seen, which explored competitive analysis, target demographics, messaging, photography direction, expanded font and color guidelines, an online style guide (for an eventual website redesign), and brand voice across its 21 pages.