A brand is a funny concept. What a brand is – its design systems and rules on how it should show up – lives in files on the desktops of people who work in brand and marketing. When you think about what gets documented, it’s the briefs and the final work, but all the context and rationale behind those final decisions is missing for its final users.
This common way of working is a static one. It keeps the brand locked in a moment in time, forcing brand marketers to invest in costly rebrands every few years. But what if it didn’t have to be this way? What if the brand could constantly evolve and become a generative entity?
