Cora had grown from a single-product brand to a full family of products, wide distribution, and a huge global promise. But with all growth comes challenges. Consistency, cohesion, asset management. So, we evolved their identity system and scaled it wide to account for their bright future. We started with strategic positioning, which served as a foundation for everything else we created—including a powerful photography style, harmonious color palette, UI system for their e-commerce site, a flexible approach to typography across all touch points, and a thoughtful tagline. Our work unified design and copy efforts across all brand channels including web, advertising, collateral, print, email, social, and packaging. So no matter where in her journey, the Cora customer always experiences the same brand. We built a platform for guidelines that both internal team members and external partners could gain access to everything from approved photography to on-brand messaging. No multiple PDFs, just a single source of truth.