Why are we still calling them brand guidelines? Frontify on redefining the rules of brand management

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. Having delved deeply into the moving, flexing, adaptable world of fluid identities and the minds that make them, we had to know what it takes to design a technical platform for fluid brands. And as a comprehensive brand management platform that allows brands to create and maintain brand guidelines, why not ask Frontify? We invited some members of the global team – Senior Creative Director Hugo Timm and Product Marketing Manager Lorenzo Orazi – to share their insights on building a platform that supports the ever-evolving needs of modern brands. With Timm, we delve into the world of brand evolution, discussing the limitations of traditional static guidelines, the necessity for brands to adapt to their environments, and how Frontify, as a company, facilitates this with its flexible, interconnected Frontify Ecosystem. Orazi takes us behind the scenes to reveal how they made brand-building as smooth as possible. He discusses how their user interface contributes to this process and how user feedback, testing, and customer interviews help refine and improve their offerings.