As one of the largest professional services companies in the world, with a globa

l network of professional audit and tax advisory firms, KPMG has an extensive ne
ed for digital asset management in order to maintain brand consistency.
KPMGs online brand portal did not have the efficiencies needed to maintain and or
ganize brand materials such as logos and artwork, branding guidelines and other
assets, so they sought a more functional approach to deploy information worldwid
e.
Interbrand was tasked with creating an innovative and user-friendly Global Brand
Center within an extremely challenging timeline. Beginning with an in-depth aud
it phase, we discovered that KPMGs brand site had several distinct issues:
Its assets were disorganized, incorrectly cross-referenced and improperly linked
to many of the guideline pages, which were incomplete
The extensive photography library lacked the intuitive tools needed for users to
make informed choices
Due to over-complication and search functionality issues, employees used the bra
nd site infrequently, if at all. The site had become a dumping ground for various
projects, content, and assets
Our solution was to create a Brand Center that was tailored specifically for KPM
Gs needs, including an extensive content overhaul. The approach was to simplify c
ontent by dividing it into two categories: guidelines and assets. Next, we appli
ed organization-enhancing methods including, but not limited to:
Web formatting
Site architecture
Navigation
Functionality
File naming
Asset organization
Nomenclature
Tagging relations
Keywording
Cross-referencing
Interbrand translated a 170-page guideline into a cohesive 80 page web-ready for
mat. To transpose the printed guidelines into web-enabled, user-friendly content
, we created a clear page hierarchy based on navigation and frequency of use. We
carefully considered relationships between internal and external wireframes and
linked assets accordingly. Through the use of tables, HTML, and customized casc
ading style sheets (CSS) we formatted content to be interactive and intuitive. T
he resulting online guidelines were visually pleasing without sacrificing functi
onality.
Interbrand also streamlined KPMGs brand communications into a concentrated librar
y of 8,000 assets. We applied best practices for full searchability, cohesive re
lationships to the sites content, and a systematic batch upload that was tagged w
ith relevant keywords and information.
The KPMG Global Brand Center was launched on July 1, 2013. The Brand Center is a
study in the importance of asset hierarchy and nomenclature, simple navigation,
and effective organization. Interbrands work enables all brand users, vendors, a
nd agencies to easily source relevant brand material and participate in KPMGs onl
ine community.
To ensure ongoing effectiveness and future success of the Brand Center, administ
rators were trained so that with simple maintenance, the site can be sustained i
ndependently. Along with user-group permissions, Brand Managers can now create a
custom browsing experience to help site visitors learn and govern the brand spe
cific to the audience. This intuitive and unique experience will also help KPMG
achieve higher levels of brand consistency across all areas of its business.