Pega possesses a compelling storyline with a rich historical backdrop. Nonetheless, the brand grapples with fragmentation as different departments tell disparate stories. This lack of coherence in verbal and visual representations exacerbates challenges in aligning marketing strategies. Developing this brand guide required extensive collaboration between verbal and visual teams, intricately linked with strategy to establish a cohesive narrative that could help to build brand advocates within the company. Undoubtedly, the most comprehensive brand guide I've ever lead. Yet, for a billion-dollar global tech enterprise, it was a necessary undertaking.