Creative teams have traditionally been the gatekeepers of a brand. They make the work, set the rules and decide what gets approved.
But at OpenAI, Shannon Jager is trying to loosen that grip.
As the company’s creative director, she is building a brand system designed to be used by people across the organization, rather than one controlled entirely by the creative team. Her argument is that the role of creatives is increasingly less about making every piece of work themselves and more about giving everyone else the tools and ingredients to make something good.
