Brand guidelines aren't necessarily all that exciting. They're not really meant to be. They lay out how specifically you are allowed to utilize a brands assets and what you should definitely not do to screw things up.

For these proposed brand standards I tried to inject a little more personality into what is an otherwise straightforward and mundane set of rules. I took the logo and created a character, Max, who leads the viewer through the guidelines. It has a playful tone and the sections read more like anecdotes than strict rules. They're the kind of guidelines I would love to open one day.