A year ago, the director of a major ski resort presented me with his new graphic charter.
It was glowing. He and his team had been surveyed, they had increased the number of trips back and forth with a large Parisian agency.
They had invested €50,000 excluding VAT 🤯.
On paper, it was supposed to be a triumph.
In reality... it was a big mistake:
A weaker logo than the previous one.
A wobbly structure.
Dozens of pages of rules that no employee would ever use.
That day, I understood one thing: branding is not supposed to be a Soup served at the price of caviar.
👉 The real problem was not the money spent.
👉 The real problem was the frozen format :
a PDF charter that quickly becomes obsolete, lost in the subfolder named “Charter 2025 final v5” or in the “Downloads” folder of each employee.
A PDF does not live.
A PDF does not adapt.
A PDF slows down your teams.
The hidden cost of a frozen PDF chart
- Hours lost looking for “the latest version.”
- Endless back and forth to interpret fuzzy rules.
- User errors that damage the perception of the brand.
- An endless onboarding of new hires.
- Delayed campaigns... therefore missed opportunities.
Result?
Your brand looks like an incoherent mosaic. Your teams are losing motivation. And each post, each presentation, often costs more than they should.
Liquid Branding: the solution?
You have to imagine a living system:
One stable core (logo, promise, principles).
Of adaptable modules (extended palette, secondary fonts, pictos, motion).
One Creative playground (network templates, slides, campaigns, POS).
Instead of a PDF straitjacket, you get a flexible platform.
Each element is present on an endless Canva where you can have an overview of what has been produced, and maintain consistency in future productions.
The main rules are there, all the time, always in front of your eyes and always up to date.
Concrete results:
- Production/visual time: —40 to —60%.
- Onboarding a new designer: 1—2 days instead of 1—2 weeks.
- Consistency visible at first glance.
ROI: the calculation in 30 seconds
A post today takes 90 minutes on average
With a Liquid Branding system: 20 minutes of production, 20 minutes of writing, 5 minutes to post.
The less you use the system the faster the production time.
My client created an average of 20 posts per month. I'll let you calculate the cost of lost time per post.
Not to mention the invisible value: coherence, memorization, trust, conversion.
Before/After
Avant : 20 posts, 3 shared employees, 3 different styles, endless deadlines.
After : a common visual language, time divided by 2, smooth execution.
It's the difference between a branding without a structure that slows down... and a thoughtful branding system that accelerates the brand.
This type of branding is not for everyone.
It is for companies that understand that having an overview of your communication has a direct impact on the brand image that you want to convey.
And this image has a direct impact on your income.
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