Guidelines From Hell

Business Case

Creating comprehensive brand design guidelines is a big job. Yet working within a client’s existing framework can be harder still. Originally created for Ascential’s WGSN and Cannes Lions, this unique masterclass shows you and your team how to work with what you’ve got, and how to help your client develop effective and flexible documentation. Taking best practice from Air BnB, Facebook, National Geographic and Cisco, delegates will learn how to create clear rules for logos, messaging, tone of voice, colour palette, typography, photography, iconography, data visualisation and much more.

Seven key areas

1. The secrets to successful colour pairings.

2. The best font combinations for your brand – how to choose them and how to work with what you’ve got.

3. Insider tips for graphic shapes, boxes, panels and rules; their meaning and their utility.

4. Commissioning and editing powerful images, choosing memorable thumbnails and maintaining quality control.

5. Do’s and don’ts for headlines, captions, subheads, body copy and box outs.

6. Easy to implement styles for infographics and data viz.

7. Techniques for managing legacy logos, sponsor logos, and logo subsets.

Workshop benefits

Designing success

Design is not just about solving the problem, it’s about solving the right problem. This workshop establishes what success looks like for your business.

Fast Fixes

This masterclass allows you to get the best out of your existing position, delivering time and space to plan for good design decisions in the future.


We extract the very best from Air BnB, Facebook and National Geographic brand design guidelines.


Audiences need to be both excited and reassured. We will demonstrate how to create competitive advantage in every step of the design process. 


Design should be frictionless. This workshop reveals how to grease the wheel – both on the screen and inside a designer’s psyche.


How to manage personal preferences and get the best result for you, your team and most importantly, your customer.


How to create design guidelines in a way that stops arguments and makes sure everyone pulls in the same direction.