Presentation of brand management at ADC Festival in Hamburg, Germany. How to approach brand management in the digital age and how Frontify can help to change the game?

1. Farnoush Pourebrahim
Agency Partner Manager, Frontify AG
The Good, The Bad, The Ugly.
Or how branding
can be fun.

2. Earlier, everything was different.
1

3. Branding can occasionally go wrong.

4. The wrong asset can ruin everything.

5. Digital ≠ Online

6. Living PDFs & zip files

7. 3 ways. 1 goal.
2

8. Digital
«The Ugly»
Living
«The Good»
Static
«The Bad»

9. Style Guide
as a PDF
Static

10. Latest version? Not sure.
Ongoing adjustments = high workload.
Multiple versions lead to mistakes.
Asset storage is confusing.
Style Guide
as a PDF
Static

11. Several tools
in use
Digital
Prototyping mit InVision
Brandguidelines in Wiki
Asset Management mit Dropbox / DAM
Feedback via E-Mail

12. Maintaining several portals.
Elaborate user administration.
Decentralized brand management.
Lack of overview.
Several tools
in use
Digital
Prototyping mit InVision
Brandguidelines in Wiki
Asset Management via Dropbox
Feedback via E-Mail

13. Single source
of truth
Living
Brand Portal
Brand Guidelines
Digital Asset Management (DAM)
UI Pattern Library
Design and Brand Collaboration

14. Centrally available.
Up to date with just a few clicks.
Easy to use.
Scalable in size and functionality.
Single source
of truth
Living

15. Development
Design
UX / UI
Branding
Marketing
IT
Agency Companies
Brand Portal
Brand Guidelines
Digital Asset Management
UI Pattern Library
Design and Brand Collaboration
Living Brand Portal

16. How do others do it?
3

21. Branding = Fun
4

22. Why having a Brand Portal?
Living
Online
Customized
State of the art
Joy of use

23. Branding should be fun.
Try it out yourself.
frontify.com/signup