For a brand to succeed, it must start by establishing clear and easily understandable guidelines. The primary guidelines showcased here reflect a collaborative effort among diverse teams to create a people-focused brand that builds meaningful, personal connections with customers. Through a deliberate process of simplification and transformation, the brand was reimagined to nurture authentic and enduring relationships. These core principles not only define the brand’s identity but also form the foundation of the Sub-brand style guide, ensuring consistent alignment across both customer-facing and B2B aspects of the business