They replaced the rigid "Bible" with a "Living Kit." It provided the DNA (the core values and logo), but allowed for "Regional Mutations." Local teams could choose from a palette of secondary colors that felt like their home cities.
The conference room at “Velo-City,” a growing urban mobility startup, felt more like a courtroom.
Six months later, the brand felt more cohesive than ever, precisely because it was allowed to breathe. The Bangkok team launched a street-art inspired campaign that went viral, something the central office never could have designed.
By giving up total control, Velo-City gained something better: .
Instead of Marketing "handing down" assets, they created a "Brand Lab" on Slack. When a technician in Berlin found a better way to explain battery life using local slang, it wasn't a violation—it was an entry for a monthly vote.
They replaced the rigid "Bible" with a "Living Kit." It provided the DNA (the core values and logo), but allowed for "Regional Mutations." Local teams could choose from a palette of secondary colors that felt like their home cities.
The conference room at “Velo-City,” a growing urban mobility startup, felt more like a courtroom. Branding Governance: A Participatory Approach t...
Six months later, the brand felt more cohesive than ever, precisely because it was allowed to breathe. The Bangkok team launched a street-art inspired campaign that went viral, something the central office never could have designed. They replaced the rigid "Bible" with a "Living Kit
By giving up total control, Velo-City gained something better: . The Bangkok team launched a street-art inspired campaign
Instead of Marketing "handing down" assets, they created a "Brand Lab" on Slack. When a technician in Berlin found a better way to explain battery life using local slang, it wasn't a violation—it was an entry for a monthly vote.