Why is branding rebelling against the old fundamentals?

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. Why must one create a dynamic brand in the first place? For our first chapter, we’re looking at how, in making brands imbued with a sense of elasticity, designers are bending or breaking the old rules of branding. What about these rules have changed, and are they even relevant now? When we set out to find some answers, we collected nuggets of insights from our conversations with the creative minds at DIA, Madalena Studio and Block.