Designing brand intelligence: from rules to expression
summary
Claims a concrete method: map user archetypes (organizer, contributor, Venmo friend), codify emotional territories across journey stages, and stitch those into a living brand book using Figma Weave. Demonstrations show interactive frames, specific visual changes (two added typefaces, a color tweak, hand-drawn elements) and a working prototype that surfaces relationships and design judgment, turning static rules into creative intelligence and measurable elastic consistency.
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chapters (11)
- 0:00Brand intelligence intro
- 1:17Rigid guidelines fail
- 2:42J Dilla’s rhythm lesson
- 5:07Man-made to human-machine
- 6:52Archetypes as visual tools
- 9:58Archetypes shape expression
- 12:31Emotional territories
- 15:44Static mood boards miss
- 16:46Dynamic reference galaxies
- 18:30Humanity in machine design
- 19:51Closing thoughts
