Working with the Head of Brand and the technology team, I helped rebuild the Holiday Extras Brand site from a static reference point into a practical, role-based brand platform — one that actively helps people produce on-brand work rather than just documenting the rules.
Traditional brand sites document guidelines and hope people follow them. The rebuild reframed the site around what different roles actually need to do — serving relevant guidance by context rather than expecting people to navigate a manual.
Conversational tools let people check and refine copy against Holiday Extras tone of voice directly — turning a written guideline into something that gives live, specific feedback on real work.
Brand knowledge was packaged so it can be injected into other tools and workflows, letting brand standards travel to where work actually happens instead of requiring people to come to the brand site.
By making guidance self-serve and contextual, the platform reduces the volume of manual brand queries reaching the Brand team — freeing them for higher-value direction rather than repetitive clarification.
Outcome
A brand platform that improves consistency across the business while reducing reliance on manual guidance from the Brand team.