WCNBRAND SYSTEM MAPEDITION v4.1
The complete brand suite
Everything a brand
is made of.
is made of.
Eight disciplines, three cross-cutting layers — the full map of a world-class brand system, with WCN's real coverage marked and tracked.
58%
SYSTEM COVERAGE
24 Done
16 In progress
15 To do
55 ITEMS · WEIGHTED = DONE + ½·WIP
FILTER
01Brand strategyFOUNDATION→
3/6
Mission · vision · values
Positioning · value proposition
Brand story · manifesto
Brand personality · archetype
Audience · personas
Brand architecture
02Verbal identityLANGUAGE→
3/6
Brand name
Tagline · slogan
Copy principles · density caps
Tone of voice guide
Messaging pillars · boilerplate
Naming conventions
03Visual identityCORE→
6/9
Logo system
Colour
Typography
Iconography
Data visualization
Grid · layout system
Graphic language · patterns
Photography · art direction
Illustration style
04Motion & soundSENSORY→
2/4
Motion principles · identity
Transitions · micro-interactions
Sonic branding · audio logo
Video · film treatment
05Physical & printAPPLICATION→
1/7
Events · booth · stage
Stationery · business cards
Signage · wayfinding
Office · environment
Email signature
Merchandise · apparel
Packaging
06DigitalAPPLICATION→
7/9
Website · landing pages
Product UI · design system
App · icon · favicon
Social media kit
Email · newsletter templates
Presentations · decks
Reports · whitepaper
Digital ads · banners
Newsroom
07Marketing & commsGROWTH→
0/5
Investor · sales materials
Content · editorial system
Ad campaigns · OOH
PR · media kit
One-pager · fact sheet
08GovernanceOPERATION→
2/6
Brand guidelines book
Usage rules · compliance
Asset library (DAM)
Team templates
Versioning · licensing
Brand training · onboarding
Cross-cutting
Three layers that run through everything.
What's next
PRIORITISED BY VALUE
→ 0103 · VISUAL
Typography, icon & photo deep-dives
Split C / D / E into standalone subpages — the way B1–B6 already cover colour.
→ 0202 · VERBAL
Tone guide + naming conventions
Low cost, high leverage. Locks how WCN sounds and names everything new.
→ 0301 · STRATEGY
Personality & audience personas
The last gaps in the foundation. Everything downstream leans on these.
WCN Brand System Map · 8 disciplines + 3 cross-cutting layersEDITION v4.1 · EVIDENCE FIRST