The Graphic Profile App That Marketing Departments Have Dreamed Of (And We Built)
It's happening again. The sales team in Malmö has just sent out a product brochure to an important customer. The logo is from 2019. The font doesn't match your graphic profile. The colors are "close enough" but not quite right. The marketing department in Stockholm sighs when the email comes in. For the third time this month.
Despite clear brand guidelines, ready-made templates and extensive documentation, off-brand materials continue to appear. Existing design tools are great – but they either require extensive training or give too much freedom. The result is the same: materials that do not follow the profile, frustration in the marketing department and weakened brand identity.
After 20+ years of producing visual content for companies, we at Multiproduktion have seen this problem from both sides. We’ve been the ones producing professional content, and we’ve been advisors when companies struggled with brand consistency. So we built the solution that marketing departments actually need – an app where you have total control over the design, but where employees can easily create local content in seconds instead of hours.
In this article, we explain the problem with current solutions, show our approach with a smart template system AND centralized asset bank, and how the combination turns what previously took hours into seconds.
The Problem With "Do It Yourself" - Why Existing Tools Fail
We love modern design tools. Canva is amazing. Adobe Express is powerful. But here’s the truth: these tools don’t solve the brand consistency problem for companies with multiple departments. They solve a different problem – they make design accessible to everyone. And therein lies the paradox.
Consider this scenario: You've spent hundreds of thousands of dollars developing a visual identity. Your agency has delivered perfect templates. You have detailed brand guidelines. You've even run workshops on the importance of consistent communication. Yet, week after week, you see material being produced that doesn't follow the profile.
The problem isn’t that your employees don’t care. The problem is that existing tools, no matter how good they are, give users the ability to “go off-brand.” They can change the font. Adjust the colors. Move the logo. Make it bigger, smaller, rotate it – regardless of what your guidelines say. Because the tool is built for freedom, not control.
Then there are the approval processes. In theory, everything should be reviewed before it’s published. In practice, it becomes a bottleneck. The marketing department drowns in review requests. Materials get stuck waiting for approval. Local teams that need to act quickly choose to move forward anyway – and there we are back to square one.
But there is a fourth problem that is rarely mentioned: scattered assets. The new logo is on Google Drive. The product images from last quarter are in Dropbox. Someone has all the fonts on their computer. Team photos from recruitment are in another system. When the salesperson in Gothenburg has to make a presentation, they don't know which version of the logo is right or where to find approved images. So they Google the company name and use what they find. Most often, it's old versions.
Four Common Pitfalls
Too much freedom leads to chaos. Give employees access to design tools without restrictions and you get a hundred different interpretations of your visual identity. Every local manager thinks they're "just improving a little."
Too many rules mean that no one uses the system. If the process is too complicated or requires too many approvals, teams choose to find their own solutions. Parallel systems emerge. Control is an illusion.
Manual review is neither scalable nor efficient. When every brochure, presentation, and social media post has to be reviewed by the marketing department, the work grinds to a halt. You can’t train 200 employees in graphic design. But you also can’t review everything they produce.
Scattered assets guarantee incorrect usage. When approved assets are in five different places, it’s impossible to ensure that the correct version is being used. The result: old logos, unapproved images, and materials that look dated.
We've seen this over and over again in the companies we work with. The problem isn't a lack of ambition or tools – it's that the tools aren't built for this specific need.
What Marketing Departments Really Need
Let's define the Holy Grail. If you could wish freely, what would the perfect solution look like?
Employees can create materials themselves. Sales teams need customized presentations for different customer segments. Local offices want to post on social media about their events. HR needs onboarding materials. Everyone wants to be able to act quickly without waiting for marketing.
Materials always look professional and follow the graphic profile. Not "about" or "close enough" - exactly right. The logo in the right place, in the right version. Colors that match your palette perfectly. Typography that is consistent. Layout that works.
The marketing department has total control over what can be changed. You decide exactly which elements are locked and which are allowed for users to customize. No one can "accidentally" change something they shouldn't.
All approved assets are in one place. Images, videos, logos, fonts, product photos – everything you have approved for use is collected and organized. No one has to guess what material is okay to use.
No training is needed. The system should be so intuitive that anyone can use it. The first time. Without a manual.
The process takes seconds, not hours. From idea to finished, downloaded material in minutes. What used to take half a day (or several days if it was to be reviewed) now takes less time than making a cup of coffee.
This is not science fiction. But it is difficult to achieve. It requires an understanding of design, technology AND the entire production workflow. It cannot be built by a tech company that does not understand the design process. Nor can it be built by a design agency without technical expertise.
It requires someone who has been there, in production and in brand management, and who understands the pain points from both sides.
With our background in visual production, we understood that this requires a different approach – where smart templates meet intelligent asset management.
Multi-Production Solution: Smart Mall System With Centralized Asset Bank
The secret isn't just smart templates. It's not just a well-organized image bank either. It's the combination. When both parts are in place, and also communicate seamlessly with each other, the magic happens. What used to take hours now takes seconds.
Let's break down how it actually works.
Part 1 - Asset Bank: A Source of Truth
For the marketing department, it starts here. You upload all your approved assets to a central library. Not just images – but everything.
Product photos from the latest photoshoot. Team photos from the office. Stock photos you licensed. Videos from product demos and customer testimonials. All versions of your logo – color, black and white, negative. Your custom fonts. Brand guidelines documents. B-roll from corporate events. Everything anyone in the organization could need is here.
Structure is important. You can categorize and tag materials. "Products - Category A - Fall 2024" or "Team - Stockholm Office - Management Group". Version control ensures that when you update a logo, the old version disappears (or is moved to the archive). There is always only one current version of each asset.
The search function is intelligent. Don't just search by file name – search by content. "Office environment summer 2024" will find the right images even if they were named "IMG_4726.jpg" when they were uploaded. AI-powered search understands context and visual content.
For your employees, this is easy. They log in. They search for what they need. They only see approved material. There is no uncertainty, no guessing. Can they see the image in the system? Then it is OK to use. Period.
Part 2 - Smart Templates With Total Control
Now comes the second part. You have templates you use – maybe created by your agency, maybe produced in-house by your marketing department. They could be presentation templates, social media templates, brochure layouts, job ad templates, whatever.
You upload the template. The system reads the design and identifies all the elements. You go through it and decide what should be locked and what users can change.
The logo? Locked. Position, size, color – everything is fixed. The color palette? Locked. Users can't "experiment" with other shades. Typography? Locked. The right font, the right sizes, the right line spacing.
But the headlines? Users can write them themselves. The body text? Adapted to their needs. The image placements? Here they can pull in images – but only from the approved asset bank.
For your employees, the workflow becomes extremely simple. They choose a template. "I need a product presentation." Sure. They immediately see which fields they can fill in. They write their title. They enter their descriptive text. They need a product image – they go to the asset bank, search for the product name, pull in the image. Sure. They download. PDF or PNG, ready to use.
The Magic of Combination - From Hours to Seconds
Let's compare the traditional workflow with our solution.
Traditionally:
The salesperson in Malmö needs a presentation for a client meeting tomorrow. They look for the company's presentation template. Find a version on Teams from last year - is it the latest? They open PowerPoint. Now they need the logo. Where is it? Google Drive? No. Dropbox? Find one, but is it the new or old version? They send a Slack message to the marketing department. "Which logo should I use?" Waiting.
Now they need product images. They Google the company name plus the product. Find some images but are unsure – can they use these? Sends a new message. “Can I use these product images?” Waits again.
Two hours later, they have a first draft. They send it to the marketing department for review. "Can you check this before the meeting tomorrow?" The next day, the answer comes: "Can you change the font to our brand font? And that logo is from 2022, use the new one."
Total time: Several days. Several hours of active work time. Frustration on both sides.
With our solution:
The salesperson in Malmö logs in. Selects "Product Presentation - Sales Meeting". 30 seconds. Enters the customer's name and product name in the fields that are unlocked. 1 minute. Clicks on image placement, searches for the product name in the asset bank, pulls in the image they want. 30 seconds. Adds a supplementary image from the same search. 20 seconds. Downloads as PDF. 10 seconds.
Total time: Under 3 minutes. The material is guaranteed to follow the graphic profile. No review is needed. The customer meeting is saved.
It's not just the time savings – although that is massive. It's the freedom for the salesperson to act quickly. It's the peace of mind for the marketing department to know that the material is accurate. It's the professionalism in making every presentation look the way it should.
Intelligent Functionality - Without Being Complicated
Behind the scenes, things happen that the user never has to think about, but that make the experience seamless.
Smart text adjustment. When the user writes a headline that is longer than the template was originally designed for, the text is automatically adjusted. Not by breaking the layout – but by optimizing the size and line wrapping so that the design is maintained. It looks professional no matter how long the text becomes.
Multi-page support. Don't just create single pages – build entire presentations. Each page follows the template. Each page has the same level of control. The user can add or remove pages as needed, but the design remains consistent.
Variables for personalization. The salesperson in Gothenburg opens a template and their name, office, and contact information are automatically filled in. They don't even have to think about it. The same template for Malmö automatically gets the Malmö office's information.
Your custom fonts are always available. No "I couldn't find the font so I used Arial instead." The system has all your fonts built in and applies them automatically.
Real Use Cases
Sales Team: One of our clients, a B2B company with 15 salespeople across the country, used to spend 2-3 hours putting together customer-specific presentations. Now it takes 3-4 minutes. They have access to all the latest product images in the asset bank and can quickly customize presentations based on the customer's industry or needs.
Local Offices: Another company with 8 local offices struggled with social media content. Each office wanted to post about local events and successes, but the content looked very different. Now they use the same social media templates, pull in their local images from the asset bank (which are tagged by office), and produce content that looks consistent but with local content.
HR: Onboarding materials are constantly changing as the team grows. Instead of having to go back to a designer every time someone new starts, HR can update onboarding presentations themselves with new team photos from the asset bank and updated information.
Events and trade shows: When you attend a trade show, you often need roll-ups, brochures and other materials tailored to that particular event. With access to event-specific images in the asset bank and templates for trade show materials, the event team can quickly produce everything they need without involving design resources.
Recruitment: Job ad templates with current "work with us" images, team photos and corporate culture images from asset banken ensure that each position is marketed professionally and consistently - without HR having to wait for the marketing department.
Why a Production Company Built This Solution
We have produced thousands of visual assets for companies over the past 20+ years – from commercials and animations to corporate presentations and training videos. That experience has taught us something fundamental: asset management and brand consistency are not just design challenges. They are production challenges.
We’ve seen the problem from both sides. As producers, we know how important it is to have the right assets organized and accessible. In our own studio, we have systems to manage thousands of files – raw footage, finished productions, client assets, audio files, fonts. Without order, production collapses.
As advisors to companies, we've seen the pain. We deliver a perfect corporate video, complete with graphics that follow their profile exactly. Six months later, we see that they're using old graphics in their presentations, or that local teams have created their own versions that don't match. The frustration is palpable – both for us and for their marketing departments.
The insight was clear: Tools built by tech companies don’t understand the design process or production workflow. They solve generic problems. But brand consistency for companies with multiple departments is not a generic problem – it requires a deep understanding of how visual content is actually produced and used.
Our combination is unique. We have creative expertise from two decades of production. We have technical expertise – we build software solutions and automations for our own production processes. We understand asset management because it is at the core of our daily operations. And we use AI and modern technology ourselves in our production, so we know exactly how to balance automation with quality and human control.
Transparency is important to us: This is not our core focus. We are first and foremost a production company specializing in film, video, and animation. But when we built this solution to handle our own needs and saw the impact it had, we realized that every marketing department out there struggles with the same problem.
We solved it for ourselves and our customers. Now we want to share it.
From Chaos to Control - Expected Results
Let's talk concretely about what companies can expect when implementing a system like this.
Immediately
No more off-brand material. When users are physically unable to change logos, colors, or fonts, the problem disappears. It’s no longer a matter of training or discipline – the system simply doesn’t allow it.
No more wrong versions of assets. When there is only one version of each asset in the system, and that version is always the latest approved, the problem of old logos and outdated product images disappears. You update once - everyone automatically uses the new version.
The marketing department doesn't have to review every single brochure. When the material by definition follows the profile, you no longer need to quality-assure the design. You can focus your review on the content and message where it's actually needed.
Production time from hours to minutes. We’ve measured this with our customers. Tasks that used to take 2-4 hours (including review wait time) now take 3-5 minutes. Sales teams can act faster. Local offices can be more agile on social media. Event teams can produce materials on-the-fly.
Employees feel empowered. Instead of depending on marketing for every little tweak, teams can act independently. They can create the content they need, when they need it, without worrying about making mistakes.
Long-term
Stronger brand recognition. When all your materials look consistent, everywhere, all the time, your visual identity is strengthened. Customers and partners learn to recognize you in a split second. That's exactly how strong branding should work.
Massive time and cost savings. Consider this: If 30% of your produced material previously needed to be reworked or adjusted, and each round cost 2-4 hours of work – how much time do you save in a year? How much does that time cost in the marketing department’s salary? The answer is usually hundreds of thousands of kronor.
Scalability. As your business grows – new offices, new product lines, new markets – the solution scales with you. Add new templates. Upload new assets. Give more users access. The system handles it.
Professional image everywhere, always. Every touchpoint, from a sales pitch to a social media post to trade show materials, represents your brand the right way. It’s the difference between a company that looks big and established versus one that seems fragmented.
Better asset governance. You gain insight into what is being used where. Which templates are most popular? Which images are used most? Which assets are never used? This information helps you continuously improve your content and communication.
Real Talk From Our Experience
We've seen companies where 30-40% of all material produced by local teams needs to be reworked because it doesn't follow a graphic profile or uses outdated assets. Think about that number. Almost half of all production is actually wasted time.
When the salesperson in Malmö uses the logo from 2019 and the product image from 2022 in a presentation to a potential key customer, what does that say about your organization? When HR publishes a job ad with team photos where half of the people are no longer working?
These are not cosmetic problems. They are money, time and frustration you don't need. They are also lost business opportunities when professionalism is questioned.
Is This Solution Right for Your Organization?
Not every business needs this. Let's be honest about who gets the most value from a solution like this.
Perfect for companies like
Have an existing graphic profile that you want to maintain. If you have already invested in a visual identity and know what it should look like, this is perfect. We will help you implement it consistently.
Have 50+ employees spread across multiple offices or departments. The more people who have to produce materials, the harder it becomes to maintain brand consistency. This is where the value really shines.
Actively struggling to keep materials on-brand. If you recognize yourself in the scenarios at the beginning of the article – sales teams using the wrong logos, local offices going their own way design-wise – then this is built for you.
Have assets spread across different systems. Google Drive, Dropbox, SharePoint, local computers – if your approved images, logos, and other materials are everywhere and nowhere, you need centralization.
Want to give autonomy to local teams without losing control? The balance between freedom and control is difficult. This solution gives you both.
Have a marketing budget that is leaking on proofreading and waiting time. Do the math. How much time does the marketing department spend reviewing, proofreading, and reworking materials? How much productivity is lost while sales teams wait for approvals? The numbers are usually telling.
Not Right About
You lack a clear graphic profile. If you don't know what your visual identity should look like, you need to start there. We at Multiproduktion are happy to help you develop it first - after all, it is our core area.
Only the marketing department produces all the material. If you have a centralized model where no material is produced decentralized, you probably don't need this system.
You are a very small team (under 10 people). At that size, it is often easier with direct communication and manual control.
If you recognize yourself in the first categories and are curious about how this would work for your organization, let's talk.
Control Without Losing Flexibility
Brand consistency isn't just about having nice design templates or a unified image bank. It's about having the right tools that actually understand the problem you're trying to solve. Existing tools are built for designers or for general content creation. They don't solve the specific problem that arises when a company with multiple departments needs to produce material that always follows the profile.
With our background as a production company – 20+ years of creating visual content, managing thousands of assets and understanding brand management from the inside – we built the tool marketing departments actually need. Where smart templates with total control meet intelligent asset management with everything in one place.
The result is something that previously seemed impossible: Material that takes seconds to create instead of hours, and which is always, guaranteed to follow your graphic profile.
The holy grail for marketing departments. Freedom for your teams. Control for you. Professionalism everywhere.
Want to see how it works in practice with your own templates and assets? Book a demo where we will walk you through the system and show you exactly what it would look like for your organization. At Multiproduktion, we understand visual communication and production workflows – let us show you how you can gain control without losing flexibility.
Contact us for a personal demo
Frequently Asked Questions About Brand Consistency and Graphic Templates for Businesses
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Description text goesThe biggest challenge with a unified graphic identity across multiple departments is balancing control with autonomy. Traditionally, companies have two options: either centralize all production to the marketing department (which creates bottlenecks), or give departments the freedom to create their own materials (which often leads to inconsistency).
The most effective solution combines three elements. First, technical control through systems that lock down design elements that should not be changed – logos, color palettes, typography. This eliminates the possibility of “accidental” mistakes. Second, centralized asset management where all approved images, videos, and graphic elements are collected. When teams can only use approved material, the problem of outdated versions disappears. Third, flexible templates that are easy to use so that departments actually use them instead of finding their own solutions.
In our experience of working with companies for over 20 years, we have seen that training and guidelines are never enough. You can’t train hundreds of employees in graphic design and expect them to follow the rules perfectly. Instead, systems need to be built so that the right thing is the easy thing – where following the profile is the natural path, not something that requires extra effort. here
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Brand consistency means that a company's visual and verbal identity is presented in the same way across all channels and touchpoints. It's about the logo always looking the same, the color palette being used consistently, the typography following the same rules, and the overall feel being uniform – regardless of whether the customer encounters the brand on social media, in a presentation, at a trade show, or in an email signature.
Why is this important? Research shows that consumers need to encounter a brand 7-10 times before they recognize it and start to build trust. But every time the visual expression varies – wrong shades of color, different logo versions, inconsistent typography – that counter is partially “reset.” The brain perceives them as different entities rather than the same brand.
For B2B companies, the effect is even more pronounced. When a potential customer receives a sales presentation that doesn’t match the impression from the website, or when materials at a trade show look different than what they’ve seen before, it creates doubts about professionalism. In our work with corporate communications, we’ve seen how inconsistency directly impacts credibility – small visual deviations have big consequences for how serious the company is perceived.
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The most common problem with graphic templates is that they give too much freedom. A PowerPoint or Canva template may look perfect when created, but the user can change almost everything – fonts, colors, sizes, positions. The result is that each user makes “small adjustments” that they think improve the design, and suddenly there are ten different variations of the same template in circulation.
The other big problem is availability and version control. Templates are sent around via email, saved locally, copied to different shared folders. Soon there are multiple versions and no one knows which is the latest approved one. The salesperson in Gothenburg is using the 2022 version, while the Malmö office has the 2024 update. Both think they are using the "right" template.
A third problem is that templates often lack the necessary assets. The user opens the template but then has to search for logos, product images, fonts and more in different systems. This friction means that many people choose to create something from scratch instead – which completely misses the point of having templates.
Finally, many templates are not built for how they are actually used. A presentation template may look perfect with sample text, but when the user writes longer headings or needs more bullet points, the layout breaks. The text goes outside the frames or becomes too small to read. In our production, we have learned that templates need to be intelligent enough to handle real, varied usage – not just ideal examples.
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Traditionally, it takes anywhere from a few hours to several days to create marketing materials for local offices, depending on several factors. If the materials need to be reviewed by the marketing department centrally, which is often the case, wait time is added. In practice, the workflow often looks like this: the local office spends 1-2 hours finding templates and assets, 1-2 hours creating the materials, then they wait 1-3 days for review, followed by 30-60 minutes for corrections.
Total time from need to finished material: 3-7 days, including several hours of active work. This assumes that everything goes smoothly – that the right templates are found, that approved images are available, and that only one round of review is needed.
In many cases, the time taken is even longer. We have seen examples where local offices have to wait weeks for graphic materials to be produced, either because the marketing department has a queue, or because the right assets are not available and need to be created first. This often leads to local offices either giving up (and missing out on marketing opportunities) or taking matters into their own hands (resulting in off-brand materials).
With modern solutions where templates are technically locked and assets are centralized, the same process can take 3-5 minutes. The user selects a template, fills in text, pulls in images from the approved library, and downloads. No review is needed because the material per design follows the profile. From weeks of waiting to minutes of work – that’s the difference between missed opportunities and agile marketing.
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Asset management in a broad sense is about organizing and managing digital files – images, videos, documents and other content that a company uses. It can be as simple as a well-organized folder structure in Google Drive or as advanced as dedicated systems with metadata, tagging and advanced search.
DAM – Digital Asset Management – are specific systems and platforms built to manage large amounts of digital assets at the enterprise level. DAM systems focus on long-term storage, advanced categorization, rights management (who can use what), version control, and integration with other systems. They are often complex and powerful tools that require dedicated administrators.
For companies working on brand consistency, the distinction is important. A traditional DAM system is great for storing and organizing thousands of assets, but it doesn’t solve the brand consistency problem. It doesn’t say “this logo can be used here but not there” or “these colors can be used together.” It also doesn’t link assets to templates in a way that ensures correct usage.
What companies really need is something in between: sophisticated enough asset management to keep things organized, but coupled with a template system that ensures assets are used correctly. In our experience, it’s the combination that delivers value – not just storing files, but intelligently distributing them to the right use in the right context. A DAM system can say “here are all our product images.” A brand consistency system says “here is the product image you should use in this type of material, in exactly the right place, at the right size.”
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The most common reason for using outdated logos and images isn’t that employees are deliberately choosing old versions – it’s that they don’t know which one is correct. When assets are scattered across multiple locations, in email attachments, on local computers, and across cloud storage services, it’s impossible to know what’s current.
The most effective way to prevent this is centralization with version control. All approved assets are in exactly one place. When a new version is added, it automatically replaces (or archives) the old one. There is only one version of the logo available – and it is the correct one.
But centralization is not enough. If users can still copy files locally or if old versions remain in existing material, the problem continues. This requires technical solutions where assets are dynamically linked instead of copied. When the logo is updated in the system, it is automatically updated everywhere it is used.
A third element is to make the right thing easy. If the process of finding and using approved assets is complicated, users will take shortcuts – Google the company name and use what they find, or reuse old files they have locally. Therefore, the system must be so intuitive that it is faster to do the right thing than to do the wrong thing.
In our studio, we have zero tolerance for old assets in production. Every project uses material from our central asset bank where versioning is automatic. When a client updates their logo, the old one is immediately archived. This approach, which we have applied for over 20 years, is what we have built into our systems for brand consistency.
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Marketing departments traditionally use a combination of different tools, which is often part of the problem. Brand guidelines are typically documented in PDF format or as web pages – detailed documents that describe logo usage, color palettes, typography, tone of voice and examples of correct application. These documents are shared via intranets or cloud storage services.
For the actual production of materials, many companies use standard tools such as Microsoft Office, Google Workspace, Canva or Adobe Creative Suite. Some companies invest in dedicated brand portal platforms where templates and assets are collected. Communication about brand questions is often handled through Slack, Teams or email.
The problem with this fragmented approach is that guidelines are in one place, tools in another, assets in a third, and communication in a fourth. A user who is going to create material has to navigate between all these systems, interpret the guidelines themselves, and hope that they do the right thing.
More advanced companies use platforms like Frontify, Bynder or similar that try to centralize brand management in one place. These systems are often powerful but also expensive and complex, built for large enterprise organizations with dedicated brand managers.
What many marketing departments really need is not more tools to juggle, but an integrated system where guidelines are built into the production process itself. Instead of reading "the logo should be in the top left corner with a 20px margin" and then trying to implement it, the logo is automatically in the right place when the user selects a template. Guidelines do not become a document to follow – they become rules that the system automatically applies.
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When companies have multiple offices or departments, chaos quickly arises over which images can be used. Each office builds its own collection – a few stock photos here, product images from an old campaign there, mobile photos from the latest event. The result is that the company appears fragmented. The Stockholm office uses one visual style, Gothenburg another, Malmö a third.
A centralized image bank solves several problems at once. First, quality control. The marketing department can ensure that all images used meet technical and visual standards. No pixelated mobile photos in marketing materials. No unlicensed stock images that could create legal problems.
Second, brand consistency. When all offices draw from the same image library, visual cohesion is created. Products are professionally photographed once, then the same images are used everywhere. Company culture images follow the same style. Event photos have consistent quality.
Third, efficiency. Instead of each office having to search for or create their own images, which takes time and often costs money, everything is already available. Does the Malmö office need product images for a local campaign? They already exist, professionally photographed and approved.
Fourth, updates. When a product is updated and new images are taken, they are entered into the central bank. All offices have immediate access to the latest versions. Compare this to the alternative where old product images continue to be used for years by offices that are unaware that new ones exist.
In our work, we have seen companies transform by implementing centralized asset management. From a situation where each office “did their best” with the material they had, to a situation where professional, on-brand assets are available to everyone in seconds. The difference in how the company is perceived externally is tangible – from fragmented to unified, from amateurish to professional.