Design a Brand Guide


Create a brand guide for Abhinav Bindra Targeting Performance which will be used to maintain consistency across all their online and offline communications. The branding should be in sync with the physiotherapy and rehabilitation centers and should communicate the values ABTP believes in.


Feb 2018
1 month


Discussion with the client to know more about their business, target audience and USP. Create three style tiles for the website and branding. Expand on the suitable style tile to create a brand guide that includes the brand story, logo, colors, typography, imagery, and voice.


Made a list of questions to ask the client. Discussions with the client to understand their requirements. Researched various design elements and created a mood board. Shortlisted elements for the style tiles and oversaw their creation. Ideated on the brand guide and supervised its creation. Wrote some of the content and proofread. Did the final round of editing and presented the guide to the client.


Put together a list of questions to ask the client to understand their business. Asked about the target audience, values, USP, message, and competitors.

Researched colors, typography and images that were on brand. Created a mood board on Pinterest to develop the possible look and feel of the brand.

Style Tiles

Based on the elements short listed in the mood board finalised on a few options and created style tiles with the graphic designer on the team. Presented to the client and iterated to create the final style tile.

Brand Guide

Expanded the style tile into a brand guide which covered the brand story, mission, vision, values, logo, typography, colors, imagery, texture, and voice. Supervised the creation of the brand guide and gave it finishing touches before presenting to the client.

See the full brand guide here


Learned a lot about email marketing during this project which is still ongoing. Faced problems with the integration of the payment gateway which was resulting in low conversion rates. Explored automation tools and used MailChimp. Had to modify the workflow to fit MailChimp’s linear flow structure. Coordinated with client and developer overseas on this project.


Dr. Digpal Ranawat