A fresh look at the how and why…
Companies evolve. How they do things changes. Communications happen in contexts that are transforming with ever-accelerating speed. AI is making tasks that used to need design training accessible to all and affecting how library images are generated.
So why involve a creative professional in keeping brand guidelines fit for purpose? Well, the most valuable things I bring are an overview, an eye for joining things up and a desire to make guidelines useful.
Reviewing the Bowen Craggs guidelines, that’s enabled us to ask, discuss and answer the right questions. What’s new, working well and worth engineering in so that people can do more of it? How might we use AI in ways that are useful, consistent with the company’s values and well-aligned with its commentary and its clients? What are the picture research processes that design professionals take for granted that need breaking down and explaining for non-designers? Where does opening up processes make people’s work more enjoyable and where do expertise and templating free people’s time for things they would prefer to focus on?
We have the answers – and over time, they will change. Brands are living things. And that’s why it’s so useful to take a collaborative approach to their development.
