A number of years working with Hokkaido Tracks and taking many new resort property developments to market culminated in documentation of the company's brand standards and explanation of associated strategy. The brand standards document took the form of a ‘How To’ guide to enable other communications consultants and employed personnel to faithfully and effectively work with the brand. The introductory sections of the document detailed the processes involved in determining the ‘experience’ strategy developed for the Hokkaido Tracks group and its subsidiaries and provided the intellectual basis upon which to create campaigns and further brand extensions.