When I was on the Xfinity team at FCB, we made every graphic element in store, from the digital displays to the product information cards. We worked together to to keep everything cohesive (and we did a great job, I might add, the design of these stores won 2 Effies in 2017 and 2018). But these are the first retail brand guidelines for Xfinity. Ever. The rules were unwritten (literally) and every page design was made by us, every photo was sourced by us, and we (mostly an art director and a graphic designer) wrote the guidelines, while working closely with our clients to establish a cohesive set of rules for retail.