The Assignment

Because the Schlage was organized into distinct business units (consumer, residential builder, and commercial), it became necessary to develop an in-depth guide for internalizing the brand’s promise and executing against it. The guidelines included the usual things such as brand positioning, logo guidelines, etc. But it also extended into other areas not typically included such as how to think about new product launches, public relations, media channels, channel partners, etc. The document helped align the entire organization around a core set of principles so that the brand could be built from the inside-out.

Please see the Schlage Brand Relaunch case study for more context.

The Work

The Caveats

The Schlage Brand Handbook was developed and managed by members of the team during their previous lives together. The original agency is cited below.

• Team members: Michelle Cheney/Strategy, Julie Bowman/Copy, Briony Wilson/Art

• Agency at the time: DDB Worldwide