In my years of experience working with numerous brand guidelines, I've observed a recurring issue: they are often misused. Instead of being a catalyst for creativity, they can become chains that restrict a brand's evolution and freshness.

Saying I’m a fan of music is an understatement. My passion for music spans across all genres. However, when it comes to naming a favourite band, one name stands out, Radiohead. This band is not just a favourite; they are a source of inspiration. I once arranged a European trip just to watch them live, and true to their brilliance, they did not disappoint.

The other day, I found myself engrossed in a Lego building session with my son. Our mission? To construct a bridge. As I meticulously planned and crafted an elaborate masterpiece, my son took a different approach. His method was straightforward and effortless, yet equally effective.

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