When LifeLock rebranded—and later joined forces with Norton—Global Brand Works (GBW) stepped in to develop comprehensive internal activation programs and corporate applications that would safeguard and strengthen the brand. While style guides, toolkits, and templates may sound like “work-horse” assets, they are vital for promoting consistency across an organization—particularly one undergoing major transitions. By providing structured resources to content creators and the broader team, we ensure every piece of communication, from pitch decks to training documents, reinforces the brand’s identity and values.
Brand Identity Guidelines
A core element of GBW’s work involved creating and refining the brand identity guidelines for LifeLock. Our senior writer, already vetted by the LifeLock team, Brad Hennig, managed all copywriting for the guidelines, ensuring the tone, style, and usage examples remained consistent and on-brand. These guidelines became an essential tool—particularly during the transition to Lifelock by Norton—protecting the brand through clarity and cohesion.
Brand Story Presentation
GBW also developed a robust and compelling presentation to articulate the LifeLock brand story for internal and external audiences. This highly produced deck—featuring out-of-category examples, best practices, and a polished visual design—was intended for a variety of business environments, including sales enablement, new employee onboarding, and agency brand training.
Marketing Summit: Training & Best Practices
To further embed these governance tools and guidelines throughout the organization, GBW created all content for a dedicated marketing summit. During this day-long event, marketing teams from across the company and newly merged brands convened to learn how to apply and protect the brand consistently in their everyday work. We focused on delivering best practices for everything from template usage, to messaging, document layouts, and overall brand standards.
Together, these brand governance tools and training resources underscored the principle that even the most routine corporate assets—presentation slides, documents, and style guides—are, in fact, critical expressions of the brand. By equipping internal teams with practical, easy-to-use guidelines and offering robust training on how to implement them, the entire organization were able to maintain consistent brand integrity through a period of significant organizational change.
As we like to say, “Everything Communicates!”
“Throughout my career, Global Brand Works has been my go-to partner for anything brand.” – Kathleen Tobin, VP Business Development, Lifelock