Brand Identity & Strategy — Audrey Berkemeier

Waterford.org Brand Guide

View Waterford Brand Guide

Eone Brand Guide

(Eone is a startup e-commerce company that makes the Bradley timepiece, a watch accessible for both blind and sighted individuals because it can be read by touch or sight.)

When I began at Eone, the startup was without an editorial voice and style, brand personality, mission, or values. There were no standards for how we communicated or described our products and unique place in the market. As a small e-commerce business dedicating most of the marketing budget to digital ads and content, creating consistent messaging and identity was crucial for establishing our brand and product offerings.

I spearheaded the project, managing and executing all the non-visual brand identity and messaging, while working with our graphic designer on the visual identity and application sections. I researched, concepted, wrote, and edited, producing a comprehensive document that anticipated and addressed questions about the brand, products, and social justice connections.

As an advocacy-oriented brand, it was important to not only convey how we got started and what we stood for but educate about inclusive design and the societal barriers people with disabilities face. The brand guidelines include helpful, relevant information for anyone wishing to write about the brand’s purpose (journalists, product reviewers, staff, and even the CEO), with useful language tips determined by the disability community.