It’ll flex, but will it break? With Frontify, we explore how to build foolproof flexible systems

Welcome to The Shift, a series presented in collaboration with one of the world’s leading brand-building platforms, Frontify. Here, we’ll dive deep into the realm of flexible, dynamic branding. We’ll be tapping into the sharpest minds in design – from visionary studios to leading independent designers – to understand what it takes to build a dynamic identity. While flexible systems are growing in popularity among clients, to what extent are they foolproof? In this third instalment of our series, we’ll explore the technical backbone of dynamic brand identities and the custom generative tools that are enabling greater co-creation. From sonic solutions to flexing fonts, we’ll uncover the thinking that powers these exciting creations, with insights from Dinamo Typefaces, FAY and DesignStudio, who dig into some of their experiences in creating innovative tools and toolkits. Once upon a time, brand identity systems relied on static manuals with detailed guidelines for every design element. Looking for the specific applications of a logo or colourway on a livery? The guide had you covered. As we’ve discussed in our previous entries, the neatly bound one-off publication sadly no longer cuts it. “Today’s brands need a variety of different approaches which allow them to create fresh and exciting ways of communicating,” says Aron Fay, Founder & Creative Director of graphic design and creative technology studio FAY. “Our job is to create a toolkit of elements and strategies that our clients can utilise in different ways, enabling them to both be consistent and keep their audience engaged.”