Hugo Timm
Creative Director
In their own words
With online guidelines, publishing and disseminating information at scale is super easy.
They do seem like a relic from a different era
Articles & interviews
- 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.
- Exploring the Decline of Brand Mascots in 2024
The article explores the decline of brand mascots in contemporary branding, examining why companies are moving toward minimalist and abstract identities. Through insights from designers at Frontify, Studio Lob, and Cherry Bomb, it discusses how mascots can still offer emotional connection and memorability when used thoughtfully. The piece reflects on cultural shifts, digital constraints, and the risks and rewards of character-led branding.