![](https://wennerexius.com/wp-content/uploads/2020/10/Screen-Shot-2020-10-30-at-11.55.14-AM-1024x543.png)
Insight: Realizing that people tend to ignore brand standards that read like legal documents, we created something that would be helpful and heartening.
Goal: Rather than a document policing the brand, this inspiring guideline became a positioning story about L.I.F.E.—not cancer.
Role: Lead Writer / Strategist