Pepsi: Breathtaking Design Strategy (2008) [pdf]
despite how silly this may seem to many in the HN audience, I will contend that:<p>if you were running a multi-billion dollar sugar water company whose main moat is the brand, and spent hundreds of millions on ads each year as one of the key line items in the budget, you too would want this level of sophistication and thought put into a brand refresh. Probably even more.<p>And you can imagine that this document was debated for weeks or months by the highest level executives as well as whole departments of marketers. They probably had multiple documents like this from multiple agencies. With that level of internal debate, all the granular side-by-side process diagrams are a necessary part of the UX here, to guide along the audience that only sees the pdf and can't talk to the agency designers.