5 of 6 1  2  3  4  5  6 Lehman Brothers, Inc. New York, New York Branding guidelines, employee benefits

Books   Brochures   Corporate identity, branding   Educational communications   Employee communications   Financial communications   Invitations   Newsletters   Packaging   Promotions   Reports   Signs

GOALS Re-establish 150-year old, New York investment bank's stand-alone identity after being owned by American Express Corporation for 10 years. Reduce operating expenses to be in line with other firms in the industry. STRATEGY Redesign and reprint the firm's 200+ external marketing publications and internal employee communications within two years of spin-off to remain compliant with SEC regulations. Centralize design, production and print ordering; eliminate duplications; standardize sizes, papers and ink colors across all publications.