Hugo Timm
Creative Director
In their own words
Everybody’s kind of going through roughly the same thing, but they just don’t speak to each other.
We’re looking at a connected organism.
Nuance might be the hardest thing to hand over to an agent.
Our previous brand guidelines were full of language that makes sense for a human but falls way short for agents.
With online guidelines, publishing and disseminating information at scale is super easy.
They do seem like a relic from a different era
Articles & interviews3
- Frontify says human brand guidelines fail AI agents
Frontify Senior Creative Director Hugo Timm explains why conventional prose-based brand guidelines are inadequate for AI agents, which require structured, retrievable information about assets, rules, relationships and permissions. The article introduces Frontify's Brand DNA educational microsite and argues for brand intelligence systems that connect asset libraries, design systems, code repositories and agents while retaining human oversight for contextual nuance.
- Frontify Redefines Brand Management Rules
The Brand Identity’s interview with Frontify explores how the brand management platform is redefining traditional brand guidelines through dynamic, interconnected tools. Senior Creative Director Hugo Timm and Product Marketing Manager Lorenzo Orazi discuss the evolution from static PDFs to flexible digital ecosystems, highlighting Frontify’s focus on adaptability, collaboration, and AI integration. The piece positions Frontify as a leader in supporting fluid, scalable brand management for global companies like Uber and Nestlé.