Always up to date – Guidelines that update themselves

For a long time, a 229-page PDF served as a guideline for brand communication at tesa. But even for experts, it was an unloved and difficult to understand work. We decided on a new approach: a digital style guide with easy-to-understand, animated explanations and ready-to-use templates for download.

KUNDE: tesa
LEISTUNG: Corporate design, project coordination
ARBEITEN: Brand portals & guidelines, templating, copy

The design relaunch of the website marked the starting point of our work. Metadesign had redesigned the online presence of the tesa^® brand from scratch. As a long-standing partner for the implementation, we were commissioned to roll out the design further. First, we adapted the design features of the web design to all other channels and transferred them into a digital style guide, the tesa^® Brand Portal, using the branding software Frontify.

To ensure that the new design was applied correctly, we set up the Quality Gate. This is where we answer design questions from numerous agencies that work for tesa worldwide. In addition, further developments are evaluated and added to the Brand Portal if necessary.

As extensive as necessary, as simple as possible.

We set up the tesa^® Brand Portal so that not only designers can work with it. Employees are also enabled to use the brand elements correctly with small animations and online tutorials.

Templates are available to download for all relevant communication channels and touchpoints, making it easy to implement the design.

Another advantage of the digital brand portal is that it can be easily expanded and updated. This means that brand communication remains alive and can be adapted as required. At the same time, the brand portal as a “single source of truth” ensures that it remains consistent.

The tesa^® Quality Gate is a special service that is available to anyone who is unsure about design issues. Our assistance is based on the existing solutions in the Brand Portal. However, when frequent questions arise on certain topics, it becomes clear which areas of the style guide need to be improved or supplemented. As a result, the Brand Portal is continuously optimized through the feedback of its users – a dynamic development process that benefits the brand.