Since the mid-20th century and the birth of branding as we know it, there has been a need for designers to hand over documentation to clients. After defining a brand’s aesthetic, a rationale is required to ensure this vision is executed consistently and precisely in the real world. These brand books, brand guidelines, or design manuals (they go by many names) became works of art in their own right by the hands of masters like Massimo Vignelli or Paula Scher. However, these guides often suffer from one of two flaws: they are either overly complicated or under-documented, ultimately resulting in outputs that fail to meet expectations.
Having worked in the field for two decades — on everything from small local businesses to global brand platforms — I must admit guilt on both charges. Lesson learned: always consider the person who will actually carry out the hands-on production, along with their education and experience.
But what happens when the execution is performed by an AI, not a human?
With generative AI reshaping creative fields and media it’s no exaggeration to say that many junior designer roles will be obsolete. AI applications, and agents, will simply be far more effective and will probably do a better job executing on brand guidelines than many worst case scenarios I’ve seen. At the same time, we know that weak inputs these AI application layers will only produce bland, generic outputs. To keep brands recognisable and differentiated, well-documented, solid, and distinct foundations will be essential. The designers that are left will need to focus on this heavy lifting as the age of pixel-pushing comes to an end.
As AI also gets a firm grip on content production (90% on the internet by 2026), human creative direction, strategic storytelling, and positioning become even more crucial. The shift to AI search will hurt for companies relying heavily on Google ads and SEO. ”Brand will play an even larger role,” Erik Wikander emphasises in our podcast.
The digital experience shapes user perceptions far more than anything else: mass marketing through TV, print, and out of home advertising. Websites, apps, and social media are now the primary channels through which users engage with brands. Your brand is competing with all global entertainment at all times. The attention economy is not going anywhere anytime soon, and user experience (UX) plays a critical role in crafting flows that align with a brand’s story. Each interaction should feel cohesive, reducing friction and frustration while reinforcing credibility.
Enter design systems. The term popularised by designer Brad Frost has become more than a buzzword in UX and digital product design. At its core, a design system is a collection of reusable components, guided by clear principles, that can be assembled to create user interface screens. When implemented correctly, this approach boosts team efficiency by connecting designers, developers, and stakeholders. According to a study by Forrester, companies that leverage design systems see a return on investment of 671%, enabling teams to build and iterate faster.
Connect to code
When design systems start to integrate seamlessly with code, the potential becomes even more interesting. Prototyping software such as Figma now allows designers to work not only with visual representations but also with the actual code from components. In an iterative, user-centric workflow, designers can generate countless screens using AI, guided by best practices and ready-to-publish code. It is, in effect, a design system on steroids.
Moreover, the industry is recognising the diminishing need for low-value, high-effort tasks. Software companies are shifting their business models to focus primarily on holding design systems. Signals suggest a major feature update at Figma’s 2025 conference that could be a game-changer for the field.
Or perhaps the design phase could be bypassed entirely, with developers coding directly through conversational AI as new tools continue to emerge in the application layer.
The great undifferentiation
As automation becomes more prevalent, it is no surprise that we are seeing a rise in homogeneity. Quick deployment often leads to templated designs that lack personality. While tried-and-tested solutions gain speed and efficiency, they come at the cost of a generic expression.
For instance, Meta’s Q3 2024 earnings report revealed a preference for “high-engagement format alignment,” meaning content that mimics proven high-performing posts. The algorithm discourages innovation by favouring familiarity, burying content that is new or unconventional. Copying copies is, by definition, the opposite of creativity.
In web design, technological constraints are no longer a limiting factor. The possibilities for design are immense, yet many startup websites look templated and derivative, lacking any meaningful connection between form and content.
New standards
I propose a holy union of the prestigious brand book with the practical design system: a marriage of systems thinking and brand guidelines that places UX at the centre of a brand’s visual identity.
Traditional branding elements like typography, colour palettes, image styles, grids, and layout principles remain foundational. However, to maintain integrity across digital marketing and emerging platforms, we must incorporate new elements:
Component libraries: UI kits with reusable patterns such as buttons, input fields, cards, and icons. Including micro-interactions for various states.
Interactive design: Guidelines for motion design, animations, and transitions.
Personalised layouts: AI and big data enable layouts tailored to user preferences — principles for this are quickly becoming a health factor.
Accessibility: Detailed instructions for inclusive design, including considerations such as colour contrast, keyboard navigation, and alt text.
Sonic identity: Audio cues aligned with visual elements to enhance emotional connections in digital spaces.
Image prompts: Complementary art direction for creating AI-generated imagery.
In the transformational age, the challenge is not merely to adapt but to lead with creativity and clarity. By blending systems thinking with solid foundations, brands can craft experiences and expressions that are both highly efficient and truly differentiated, avoiding the trap of auto generated sameness.
