OPENXEL Brand · brand systems

A brand system your team can produce without a designer in the loop

Bought by the founder or the CMO. The usual deliverable is a document plus the studio's availability, and every new size goes back into a queue.

The failure

What goes wrong here

The usual deliverable is a document plus the studio's availability. Every new size, every new locale, every new card goes back into a queue.

A brand that cannot be produced without its designer is a bottleneck wearing a style guide.

What we build

  • The brand written as a specification, in version control
  • A generator that produces every asset from that specification
  • Renditions at every size and format the business actually uses
  • Sign-off where a human decision matters, and automation everywhere else
A brand system produced by a build A written specification in version control feeds a generator, which emits every rendition of the brand. A human signs off the decision; everything downstream of the decision is automated. in version control The specification colours · type · spacing rules, not a description One generator reads the spec emits every asset every rendition a human signs the decision Two assets cannot disagree if both came from the same build. Consistency stops being a discipline and becomes a property.
How this brand is produced. A spec in version control, one generator, and every rendition emitted by a build. This is the one layer with finished proof behind it.
The artifact

What you keep

A written spec, a generator, and every rendition produced by a build. This brand is built that way — it is the one layer with finished proof behind it.

Adjacency

What ships beside it

Stands alone. If you want to see the method rather than read about it, the write-up is here.

Send us the problem

Describe what is stuck. We will come back with an architecture, a timeline and the first commit.

Send us the problem See the six-step path