Striking a balance between design discipline and creative rebellion

Sometimes, you have to bend the rules to get ahead. Branding is no exception. The era of treating your brand guide like the holy gospel is giving way to something new: occasional, intentional rebellion that allows creativity to break free.

Brand guidelines indeed exist for a reason. They help build a recognisable identity across platforms and campaigns so that your audience can instantly say, ‘This feels like them’. But if you never surprise your audience, your consistency might appear predictable and monotonous. Being forgettable is worse than being a little off-brand in a space where consumers are constantly scrolling, watching, and swiping.

So, how do you walk the tightrope between discipline and disruption? It starts with knowing the rules, and then understanding exactly when and how to break them. A cohesive visual identity is the foundation of any strong brand. But sticking to it too rigidly can box you in. When you are too afraid to experiment, your brand risks feeling static and uninspired.

Look at how Puma approached this in early 2025. To announce its partnership with badminton champion PV Sindhu, it temporarily rebranded as ‘PVMA’ across social media and storefronts. It was bold, unexpected, and generated instant buzz. This wasn’t just a design decision. It marked Puma’s entry into India’s growing badminton space, which has a rising Gen Z fan base. It broke its own visual rules, but the move made cultural and strategic sense. This is a perfect example of using creative rebellion to stay relevant without losing the essence of who you are.

Breaking your grid

A perfectly curated Instagram feed is a thing of beauty. But too much uniformity can make a brand feel disconnected from the present. Social media is messy, emotional, and fast. Sometimes your brand needs to meet people there.

That’s where moment marketing comes in. It thrives on speed, relatability, and a bit of spontaneity. According to 2024 trends, brands that lean into real-time content often see better engagement, especially with younger audiences who are more interested in authenticity than polish.

Think about how Zomato uses this. It doesn’t overthink or overdesign its posts. Its witty, real-time tweets and memes respond to current events with humour and clarity. The brand doesn’t lose its identity by stepping away from a rigid grid. Instead, it stays human and present. The takeaway here is simple. Be flexible when the situation calls for it. If the moment aligns with your tone and message, don’t be afraid to drop the polish and post.

Knowing your non-negotiables

Rebelling creatively doesn’t mean tossing out everything that defines your brand. Some things should stay sacred. Your values, tone and positioning are the constants. You can shift the visuals, explore new formats or ride a cultural wave, but the heart of your brand should remain the same.

Take Amul, for example. Its topical ads have been running for decades. The design is simple, the voice is cheeky, and the content reflects whatever is happening in the world. But through all the changes, its core identity hasn’t wavered. It’s a balance of playfulness and consistency, and the brand’s audience connects with that reliability.

Before jumping into trend-based content or a bold creative move, ask yourself—does this feel like us? If it does, go for it. If it doesn’t, leave it behind. Creative freedom is important, but not at the cost of trust.

Differentiating between noise and relevance

Every day brings a new trend, meme, or viral moment. But just because something is popular doesn’t mean it fits your brand. It’s easy to feel like you are missing out, but jumping on every trend can come off as inauthentic, or worse, opportunistic.

Instead of reacting to everything, be selective. Show up where your voice makes sense. If you are a skincare brand, comment on self-care trends or seasonal rituals, not the latest sports controversy. If you are in sustainability, speak when the conversation is about climate or conscious living.

Some of the best moment-marketing campaigns haven’t been funny at all. Dove’s campaigns around real beauty and Nike’s work on social justice were powerful because they were timely and aligned with their long-standing values. These campaigns didn’t follow trends. They created their moments.

Leaving room for play

Not everything your brand posts needs to be a masterstroke. Sometimes, the best content comes from experiments. A random idea on chat. An intern’s pitch. A thought that popped up over coffee.

Permit yourself to create low-stakes content. These moments add warmth and authenticity. Whether it is a behind-the-scenes video, a quick meme, or a candid reel, your audience will appreciate the honesty.

Creating space for play also means building a content pipeline that allows quick turnarounds. Whatever it is, keep it simple and let it feel human.

Final thoughts

The smartest brands today are not just well-designed. They are well-timed, emotionally intelligent, and self-aware. They know when to stick to their principles and when to bend the rules for connection.

Think of your brand guidelines as a compass, not a cage. Let them steer you, but don’t let them hold you back. In a world full of sameness, the most memorable brands are the ones that take creative risks while staying true to who they are. And that’s the sweet spot, where design discipline meets creative rebellion.

— Shriya Seshadri, founder and creative director, SummerOwl Studio.