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Highlite Co., Ltd., a company specializing in branding support, will begin offering “Quartz Setup,” a collaborative program that implements the “decision-making criteria” and “design functions” necessary for brand management in the AI era, within organizations, starting today.
This program consists of three menus (SHARP/CLEAR/PRISM) tailored to the company’s phase and objectives, allowing you to choose the level of depth required, from short-term support to articulate the core of your brand to full-scale implementation that includes design systems and operational rules.
Why now? In an age where AI can “create” everything, the difference now lies in “decision-making.”
With the widespread adoption of generative AI, we have entered an era where anyone can create creative works of a certain standard.
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Banners, landing pages, documents, videos—many of the creative materials that you used to have to hire professionals for can now be generated in minutes.
While this change presents significant opportunities for businesses, it also creates new challenges.
Now that the ability to “create” has been democratized, the differences in brand sense and consistency will become more apparent than ever before.
Does the generated output align with our brand? Which should we adopt, and which should we revise?
What supports that decision is not the tools themselves, but the “knowledge and standards within the organization.”
However, in reality, these standards are not codified in many companies and are instead left to a select few individuals with a keen sense of judgment. When the person in charge changes, quality fluctuates, and the brand becomes ambiguous as products are mass-produced using AI. Relying on outsourcing slows down the process, while relying solely on in-house production prevents the development of a solid set of decision-making criteria.
SOURCE: PRTimes
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