Start-Up Chile is the largest and most diverse startup community in the world. When I joined them as a design intern in 2015, their external brand was inconsistent and staff members spent too much time developing visual assets instead of doing the work that they love.

To solve these problems, they asked me to build them a new brand standards manual. I started by conducting a visual audit of the Start-Up Chile brand across all their platforms.

I conducted ten staff interviews to understand how how visual assets get created and the different uses of the brand.

Insights from these conversations defined features in the brand manual, including clickable navigation to expedite access to information, download links to resources such as fonts and logos, and flexible templates for creating consistent slide decks and social media graphics.

The final product is a bilingual interactive PDF, disributed to the computers of all the employees. It allows staff to focus on what they love doing, even without an internet connection.

The final