The art of staying flexible

I always chuckle when I look through a 100+ slide brand bible outlining how to, and how not to, consistently represent a company’s identity. These so often feel like a vibe-killing rulebook rather than a guide to capture a brand’s spirit. 

Your visual identity is absolutely important – it’s the first impression, the vibe-setter for how people perceive your brand or product.

However, there are a few core principles behind visual communication that can help make brand identities living, breathing organisms, rather than gilded statues. A look and feel should bring clarity, be distinctive, and work smoothly, building the brand’s vibes without drawing too much attention to itself. 

Here are a few often-overlooked tips for building strong digital design systems: 

Focus on “foundation” over “fixation” 

I approach brand guidelines as comprehensive systems. They provide a strong foundation that allows for variety and flexibility, instead of being a firmly outlined rule book that hammers every detail. When creatives know the *essence* of a brand identity, they can apply it in any scenario, without getting bogged down by a massive list of dos and don’ts. 

Don’t be afraid to refine

In a changing digital world, brands can’t hesitate to change with it. Thoughtful adjustments can help your brand better show up to meet any moment. Simplifying typography for scalability, refining your color palette for optimal contrasting, or creating unique one-off experiences are great ways to inject new life into a brand over time.

Find the authenticity sweet spot 

We’ve got tons (truly, tons) of tools at our disposal to help craft digital design experiences today. But this tech can also strip away our human touch. On the other hand, overly eccentric work can feel alienating to audiences. The goal is to be creatively human without being performative. I’ve come up with a diagram to help identify the perfect level of “life” to add to your work to ensure it’s memorable and effective:

By stripping away the bloat of traditional brand bibles and focusing on authenticity and adaptability, you give your brand the space to actually breathe. Don't build a monument to your brand. Build a foundation that allows it to evolve, stay human, and stay memorable.