ABC SOAP OPERA
Below are some excerpts from a 300-page style guide I wrote for ABC. First, we took their top soaps All My Children, One Life To Live, and General Hospital and turned each into a consumer product franchise. Then we created the style guide to inspire licensees and retailers.
The guide is divided into three sections. Each section features one of the shows, its basic storyline and a description of its fictional town. The product lines we created played off of the people, places and drama of it all.
From inception (a marketing doc) to completion, I lead the creative including the tongue-in-cheek (ooh, steamy) tone of the guide. After selling-in all of the concepts, I organized and wrote the entire guide.