Can a brand system be too flexible?

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.

But, is it possible for a brand to be too flexible? For part two of this series, we’re looking at the sliding scale of brand fluidity, and how designers can strike the right balance between fixed and flexible assets within brand identity frameworks. What components should be consistent, and what should evolve over time? Drawing upon insights from their own flexible client projects, Studio Koseda, Snøhetta Design and JKR share their thoughts.