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As we were developing our brand voice, feeling and style - I collected a folder full of graphics, which gives me a change to play with designs like a puzzle; I can make new from the old. There's some ease in that as I always have my kit and don't need to reinvent. But it's fun and new every time. We want to do the same for brands that work with us - having a mini kit of assets that you can drop in any materials to still keep being YOU.
A kit like that quietly becomes an archive of the brand's taste, and the risk is it turns into a ceiling - every new piece inherits the mood of the old ones. What worked for me was a rule that something gets retired whenever something gets added, so the kit stays a living thing instead of a museum.
The network for creativity
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