Define what cannot change
Generative production becomes difficult to control when a brand has only conventional identity guidelines. Logo clear space and color values remain useful, but AI workflows also need rules for the parts of an image or sequence that can vary dramatically from one generation to the next.
Describe the visual world
Start with what cannot change. Product geometry, packaging, key colors, logos, required claims and recognizable character details should have explicit reference assets and tolerance levels. These are the elements where “close enough” can quickly become a brand problem.
Set rules for people and products
Then describe the visual world: lighting, camera language, materials, environment, styling, casting and emotional tone. A useful guideline explains what the brand should feel like across many scenes rather than prescribing one static key visual.
Control typography and claims
Typography and copy need separate control because generative visual tools are not reliable sources of final text. Treat type, legal lines and claims as production layers with their own source files and review process.
Document approval thresholds
Finally, define approval thresholds. Some outputs can be used as internal exploration; others require creative-director review, product verification or legal approval before publishing. Clear governance helps teams scale without turning every AI asset into a risk discussion.
EDITORIAL PRINCIPLETechnology should reduce friction. Human judgement still decides what is useful, credible and worth shipping.
