Closing the Gap

There has always been a practical limitation to the kinds of brands we can create for teams. It needs to work: they need to be able to take it and run with it. So brand systems have only been as strong as an internal team or budget could handle.

The gap between brand delivery and brand implementation has always been a difficult one. Consistently creating brand content internally takes a team, and even then, quality and consistency aren't always there. Hiring a studio or agency for brand implementation is costly and starts a relationship that usually deteriorates over time.

We think we're beginning to see this gap closing. AI tools, Claude Cowork and others, are giving teams the possibility of creating assets and documents with brand elements applied. Brand creators can build custom tools quickly for clients to use at brand delivery.

We got a great taste of this creating a brand imagery tool for Caravan AI Training. We took the conceptual foundation we established around "AI training, boots-on-the-ground" and turned it into a generator that creates imagery of journey moments using their approved colors and generative patterns.