Content vs. Corporate Design
There was a time when we developed a corporate design based on the basic brand elements of logo, typography, color, imagery and maybe some design elements as well as an overarching layout behavior.
But this model no longer works. It is outdated, or rather is being overtaken by the speed at which communication moves in the age of predominantly digital information channels. If you want to move up in the Instagram algorithm, you have to continuously put out a post. And the same goes for LinkedIn or TikTok.
But how does a brand manage to produce 365 relevant and visually appealing messages per year? Certainly not by always having different statements appear on the same color surface in a uniform font that all look the same when you skim over them. And also not by using a visual language that is super consistent and independent and gets boring after at least a month on social media.