Football Club Rebrand: How to Build a Digital-First Identity That Scales

A football club rebrand is no longer simply a new crest, color palette or kit presentation. A modern football club rebrand needs to create an identity that can survive thousands of digital touchpoints across matchday graphics, transfer announcements, sponsorship campaigns, merchandise, short-form video, fan communication and multilingual content.

That is where many rebrands face their real test.

The identity may look excellent in a presentation. But what happens when the social team needs a fixture graphic tomorrow? What happens when an agency creates a cinematic transfer reveal, another team develops sponsor content, and the club needs Arabic and English versions across multiple channels?

The identity has to remain recognizable through all of them.

At ALStudio, this is the problem we think is becoming increasingly important as generative AI enters professional creative production. While building ALStudio's Consistency Engine, we found that generating one strong branded asset was rarely the hardest problem. Maintaining the same identity as production expanded across campaigns, people, formats and AI models was significantly more difficult.

A digital-first football brand therefore needs more than guidelines.

It needs production infrastructure.

The commercial goal is not only to launch a new identity. It is to reduce the cost and time required to produce recognizable, sponsor-ready and fan-relevant content throughout every season.

Football Club Rebrand: The Short Answer

A successful football club rebrand should deliver five connected systems:

1. Strategy: Positioning, values, audience and brand story

2. Identity: Crest, typography, color, imagery and voice

3. Content: Matchday, transfer, sponsor, merchandise and community formats

4. Motion: Video, broadcast, stadium and social behavior

5. Governance: Rules, templates, approvals and reusable brand infrastructure

If the project stops at the crest and presentation deck, the club will still need to solve the most expensive part later: applying the identity consistently across daily production.

What Is a Football Club Rebrand?

A football club rebrand is the strategic redesign or evolution of a club's identity and the system used to express that identity across physical and digital experiences.

A rebrand can involve the crest, typography, colors, photography, motion language, tone of voice, merchandise, stadium applications, social templates and broader visual identity.

But the logo is only the most visible part.

For modern clubs, the brand must work across:

• Matchday graphics

• Fixture and result announcements

• Player signings and transfers

• Social media

• Short-form video

• Sponsorship campaigns

• Merchandise

• Websites and apps

• Stadium screens

• Ticketing

• Fan campaigns

• Community initiatives

• Arabic and multilingual communication

Why Does a Football Club Rebrand Matter?

Football clubs are unusual brands because supporters do not experience them like ordinary companies.

Identity carries history, geography, rivalry and emotional ownership.

That creates tension between modernization and continuity.

A club needs an identity capable of operating across today's digital channels without removing the characteristics supporters associate with the club.

How Does a Football Club Rebrand Work?

The strongest process moves through three layers:

1. Identity: Define what must remain recognizable.

2. System: Translate the identity into repeatable visual and verbal rules.

3. Production: Apply those rules consistently across ongoing content.

The third layer is increasingly important.

A brand that works in a guidelines PDF but breaks when production scales is not yet a complete digital brand system.

For organizations producing content across many teams and channels, this is closely related to the broader challenge of brand consistency at scale.

Why a Football Club Rebrand Must Be Digital-First

Digital-first football branding means designing the identity around how supporters actually encounter the club across modern channels, without sacrificing its physical or historical identity.

A supporter may encounter a club through a six-second vertical video before ever visiting its website.

Another may see the crest as a tiny social avatar.

The same identity may appear minutes later on a stadium screen, shirt, sponsor advertisement or transfer announcement.

Why Does Digital-First Branding Matter?

Every format changes the conditions under which the identity appears.

A detailed crest that works beautifully at large scale may become difficult to read as an avatar. Typography designed for posters may perform poorly on mobile video. Photography and graphic treatments can become inconsistent when several agencies or internal teams produce content independently.

This is why digital-first should not mean "make everything simpler."

It should mean design for adaptability while protecting recognition.

How Does It Work?

Instead of designing isolated assets, clubs establish reusable systems for:

• Logo hierarchy

• Typography

• Color behavior

• Photography

• Player treatment

• Motion

• Environments

• Sponsor integration

• Social layouts

• Video

• Localization

Those rules then become the foundation for ongoing production.

This approach becomes even more important when clubs begin creating consistent AI content at higher volumes.

Inside a UAE Football Club Rebrand

The evolution of Ittihad Kalba provides a useful example of the relationship between heritage and modernization.

When Ittihad Kalba Club launched a new visual identity in 2023, the crest retained several symbolic components. The identity included seven spikes symbolising the federation of the UAE's emirates, displayed the club's 1971 founding date and maintained black and yellow as defining colors, according to the Sharjah 24 launch report.

The interesting lesson is not simply that a crest changed.

It is what happens next.

A redesigned identity immediately needs to operate across fixtures, results, player content, sponsorship, merchandise, digital campaigns and every future piece of communication.

That makes a football rebrand a production challenge as much as a design challenge.

What a Football Club Rebrand Should Actually Include

A complete football club rebrand defines both the club's identity and the rules required to reproduce it consistently.

1. Crest and Logo System

The primary crest needs clear rules covering size, placement, spacing, backgrounds and simplified applications where necessary.

The goal is not simplification for its own sake.

The goal is recognition across contexts.

2. Typography

Football brands produce enormous quantities of information.

Scores, dates, player names, statistics, ticket information and sponsor messages all depend on typography.

The type system therefore needs rules for both expressive campaigns and functional information.

3. Color System

Primary club colors are only the beginning.

Teams need rules governing backgrounds, accents, gradients, contrast, accessibility and sponsor integration.

4. Photography and Player Treatment

Player imagery is one of the most visible expressions of football branding.

The system should define lighting, framing, grading, composition and how photography interacts with graphic elements.

5. Motion Identity

Modern football brands move.

Broadcast graphics, transfer announcements, Reels, TikTok, stadium displays and sponsorship videos require motion principles that feel like the same club.

6. Voice and Language

Brand identity also exists in words.

That becomes particularly important in MENA markets where Arabic-first communication and multilingual campaigns may operate alongside English.

For teams using AI for Arabic creative production, establishing clear Arabic AI prompting workflows can help reduce language and content inconsistencies.

7. Production Rules

This is the layer that conventional brand guidelines often struggle to control.

Who creates the content?

Which references do they use?

What happens when another agency joins?

How does generative AI know which aspects of the identity can change and which cannot?

This is where brand governance becomes production infrastructure.

Why Football Club Rebrands Break During Content Production

Football branding often becomes inconsistent because the identity rules and the systems producing the content are separated.

A club may have excellent guidelines while still producing inconsistent assets.

The social team works in one workflow. An external agency handles campaign films. Another partner handles sponsorship. Freelancers create motion graphics. AI generation introduces additional workflows.

Every handoff creates interpretation.

In our internal testing across multiple AI models, we repeatedly observed the same pattern: a successful generation did not guarantee the next generation would preserve the same decisions.

A face could change.

An environment could drift.

Colors could shift.

The visual treatment could gradually become generic.

The problem becomes more visible as volume increases.

This is why the distinction between generating one image and building a consistent AI commercial becomes important. Production consistency requires more than achieving one successful generation.

How to Measure Football Club Rebrand ROI

A rebrand should be evaluated as a long-term commercial and production investment, not only as a launch campaign.

Measure performance across four areas.

Brand ROI

Measure:

• Recognition

• Brand sentiment

• Branded search

• Fan research

• Social mentions

Commercial ROI

Measure:

• Merchandise conversion

• Ticket demand

• Sponsor value

• Licensing revenue

• Membership growth

Content ROI

Measure:

• Engagement

• Video completion rate

• Asset performance

• Campaign reach

• Content reuse

Operational ROI

Measure:

• Production time

• Approval rounds

• Template adoption

• Cost per asset

• Time required to create new formats

• Time required to produce localized versions

Use this operational formula:

Cost per approved brand asset = total implementation and production cost ÷ approved deployable assets

The purpose is not to reduce every creative decision to the cheapest output.

It is to identify whether the new system makes recurring production more efficient without weakening quality or recognition.

For a deeper framework, clubs can also evaluate their creative investment through video marketing ROI when video represents a significant part of the rebrand rollout.

Build a Pre-Rebrand Baseline

Before launch, record:

• Average time to produce a matchday graphic

• Average time to approve a transfer announcement

• Number of revisions per campaign

• Cost of producing platform and language versions

• Merchandise conversion rate

• Sponsor-content turnaround time

• Percentage of content that follows the existing system

Measure the same indicators after implementation.

Without a baseline, “the new identity feels more modern” may be the only conclusion available.

Football Club Rebrand Deliverables Checklist

Compare agency or internal proposals against the actual operating needs of the club.

Strategy and Identity

• Brand positioning and narrative

• Supporter and stakeholder research

• Crest system and responsive variants

• Typography and color systems

• Photography and player treatment

• Tone of voice in Arabic and English

• Accessibility and contrast standards

Digital and Content

• Social avatars and channel identities

• Fixture, result and lineup systems

• Transfer and contract-renewal campaigns

• Matchday and live-update graphics

• Short-form video templates

• Sponsor-content formats

• Website and app applications

Physical and Commercial

• Kit and training-wear applications

• Merchandise and ecommerce

• Ticketing and membership

• Stadium signage and screens

• Hospitality and partner materials

• Community and academy applications

Governance

• Master guidelines

• Editable templates and component library

• Motion guidelines

• Asset naming and storage

• Approval ownership

• Agency onboarding pack

• Brand training

• AI-use and consistency rules

This checklist prevents buyers from comparing a crest refresh with a complete digital identity system as though they were equivalent scopes.

Common Football Club Rebrand Mistakes

Mistake 1: Treating the Rebrand as a Logo Project

A crest is not a content system.

Better practice: Design the complete identity architecture around every major content format the club produces.

Mistake 2: Simplifying Away the Club's Personality

Digital usability matters, but reducing distinctive characteristics purely to achieve minimalism can weaken recognition.

Better practice: Identify which elements carry genuine cultural or historical value before deciding what can change.

Mistake 3: Building Static Guidelines for a Moving Brand

Football brands increasingly live through motion and video.

Better practice: Define motion behavior, video treatment and transition principles alongside static design.

Mistake 4: Ignoring Multilingual Production

A brand can look consistent while sounding inconsistent.

Better practice: Establish language and tone rules alongside visual identity, particularly when Arabic and English coexist.

Mistake 5: Assuming AI References Guarantee Consistency

Reference images help, but every generation remains another opportunity for drift.

Better practice: Treat persistent identity as a production requirement rather than relying entirely on repeated prompting.

For product-heavy sponsorship or merchandise campaigns, this can also mean using Product DNA instead of relying only on reference images.

How to Implement a Football Club Rebrand

A scalable football club rebrand should move from brand definition to identity infrastructure and then into controlled production.

Step 1: Audit the Existing Identity

Document what supporters already recognize.

Review:

• Crest

• Colors

• Typography

• Kits

• Historical symbols

• Photography

• Stadium identity

• Digital content

• Sponsor applications

• Language

Separate heritage from habit.

Something being old does not automatically make it essential, but something being difficult to reproduce digitally does not automatically make it disposable.

Step 2: Define the Non-Negotiables

Determine what must remain stable.

For example:

• Crest geometry

• Core colors

• Typography

• Tone

• Player identity

• Kit appearance

• Sponsor rules

These become the constants of the system.

Step 3: Design for Real Channels

Test the identity on actual outputs before launch.

Do not stop at stationery mockups.

Test:

• Instagram

• TikTok

• YouTube

• Mobile

• Fixture graphics

• Score graphics

• Transfer announcements

• Sponsorship

• Merchandise

• Stadium displays

• Video

Step 4: Build a Content System

Translate the brand into repeatable production rules.

A designer should understand how to create a new matchday graphic without inventing another visual language.

A filmmaker should understand how the identity behaves in motion.

An AI workflow should have access to the same constants.

This is where a broader AI content production workflow can become useful: the goal is to connect briefing, creation, review and delivery instead of treating every asset as an isolated task.

Step 5: Create Brand Governance

Decide which elements are fixed and which can change.

This distinction is essential.

A transfer campaign should feel creatively different from a Ramadan campaign, but both should still unmistakably belong to the same club.

Step 6: Test at Scale

Produce multiple campaign types before finalizing the system.

If the identity starts drifting after several formats, the problem is not necessarily the creative team.

The brand system may not contain enough operational guidance.

Step 7: Launch Internally Before Externally

Give staff, agencies, sponsors and production partners access to the correct files, templates and approval rules before the public reveal.

A strong launch can be undermined immediately if the first wave of partner content uses outdated or incorrect assets.

Step 8: Review After a Full Content Cycle

Audit the identity after fixtures, results, transfers, sponsor activations, video and merchandise have all tested the system.

Update operational rules based on recurring production problems rather than redesigning reactively.

From Brand Guidelines to Brand DNA

Brand DNA turns identity rules into persistent information that can be reused across creative production workflows.

This is the architectural problem ALStudio's Constants Studio is designed to address.

Constants Studio stores persistent creative identity through:

• Brand DNA

• Character DNA

• Product DNA

• Environment DNA

• Visual style

• Logo

• Color palette

Instead of asking every workflow to reinterpret the brand independently, those constants can remain available across production.

For a football organization:

Brand DNA can represent the club identity.

Character DNA can help maintain recurring player or character identity where appropriate.

Product DNA can support consistent merchandise or branded products.

Environment DNA can preserve recurring locations or designed environments.

While building the Consistency Engine, we assumed better prompts would solve a large portion of identity drift.

We discovered that prompt quality and persistent identity solve different problems.

Prompts tell a system what you want now.

Persistent identity tells the production system what should continue to remain true.

Mid-article CTA: If your club or agency is already experimenting with AI content, load one approved identity into ALStudio and test it across a fixture graphic, transfer concept, sponsor asset and short-form video. Compare approval time and consistency against your current workflow.

A Football Club Rebrand Production Workflow

Consider a club entering a new season with a refreshed visual identity.

Phase 1: Brand Setup

The team establishes its crest, colors, typography, photographic treatment, visual style and communication rules.

These become Brand DNA.

Recurring visual environments can be stored through Environment DNA. Other identity layers can be established when relevant.

Phase 2: Campaign Planning

Marketing Studio starts from the campaign objective.

The club might need awareness around the season launch, ticket sales for an upcoming fixture, engagement around a derby or sponsor activation.

The objective drives the workflow instead of starting with an isolated generation.

Phase 3: Social Production

Social Factory can take the campaign brief into multiple social outputs.

The creative idea changes according to channel and format while the underlying brand identity remains connected to the production system.

Phase 4: Video Production

Film Studio extends the campaign into cinematic content.

Its workflow can move through story idea, script, storyboard, character and environment preparation, scene generation, voiceover and final film.

Phase 5: Post-Production

Editor Studio supports the final production layer with editing, VFX, upscaling, background replacement, object removal and other post-production workflows.

The result is not simply more content.

The goal is controlled variation under one identity.

Football Club Rebrand: Traditional Workflow vs Creative AI OS

Instead of treating the comparison as a table, the differences can be evaluated by production layer.

Brand Identity

Traditional workflow: Brand guidelines are distributed and interpreted manually by each team, agency or supplier.

Creative AI OS: Brand DNA can provide a persistent identity layer inside the creative workflow.

Player and Character Identity

Traditional workflow: References are repeatedly passed between individual workflows.

Creative AI OS: Character DNA can provide a reusable identity foundation when recurring characters are part of production.

Merchandise and Product Identity

Traditional workflow: Product references are manually supplied to each production team.

Creative AI OS: Product DNA can help preserve consistent product characteristics across creative outputs.

Environments

Traditional workflow: Environments may be recreated independently for each campaign.

Creative AI OS: Environment DNA can provide a persistent foundation for recurring campaign worlds and locations.

Social Production

Traditional workflow: Social assets are often produced through separate design and content workflows.

Creative AI OS: Social Factory can connect campaign objectives with platform-oriented outputs.

Video

Traditional workflow: Script, generation, production and post-production may exist in separate workflows.

Creative AI OS: Film Studio connects structured film production with the broader creative system.

Post-Production

Traditional workflow: Editing and visual effects happen in separate software and handoffs.

Creative AI OS: Editor Studio provides a connected post-production layer.

AI Models

Traditional workflow: Teams often manage individual AI platforms separately.

Creative AI OS: Multi-model generation can operate within a broader production environment.

Arabic Production

Traditional workflow: Arabic production may become a separate localization stage.

Creative AI OS: Arabic-first production can sit inside the wider creative workflow.

Governance

Traditional workflow: Consistency depends heavily on manual interpretation and review.

Creative AI OS: Persistent identity and workflow structure can provide an additional layer of consistency.

There is still a place for conventional workflows.

A club producing occasional campaigns with a small, stable creative team may be perfectly comfortable with traditional brand guidelines and manual review.

The need for persistent infrastructure becomes stronger when multiple teams, agencies, campaigns, markets and AI workflows are producing content continuously.

Football Club Rebrand Use Cases

Marketing Teams

Marketing teams need to move from one fixture or campaign to the next without rebuilding the visual identity every time.

Brand DNA provides a persistent identity layer while Marketing Studio handles campaign production.

Agencies

An agency may manage multiple sports clients simultaneously.

The challenge is not simply producing more creative work. It is preventing one client's identity from contaminating another while allowing each creative team enough flexibility to develop distinctive campaigns.

Persistent DNA layers make those boundaries clearer.

Enterprise Sports Organizations

Larger organizations face governance problems.

Internal teams, external agencies, sponsors and regional partners may all create content.

A shared production system provides another layer of control beyond distributing guidelines and hoping every contributor interprets them identically.

Merchandise and Ecommerce

A football rebrand extends directly into commercial products.

Product consistency becomes especially important when merchandise appears in AI-generated advertising, social campaigns and cinematic environments.

Product DNA addresses that identity layer.

Arabic and Regional Campaigns

MENA football brands often need communication across Arabic and English.

ALStudio is built Arabic-first and supports 22+ Arabic dialects for voiceover, allowing language production to sit inside the wider creative workflow rather than being treated only as an external localization step.

Benefits of Building the Rebrand as a Production System

Greater Brand Consistency

The same identity rules can inform multiple workflows instead of being manually reconstructed for every asset.

Faster Campaign Activation

Teams begin from established brand information rather than repeatedly setting up the identity.

Better Agency Governance

Shared constants make it clearer which parts of the brand are fixed.

More Creative Freedom

Consistency should not mean identical outputs.

When teams know what cannot change, they have more freedom to experiment with everything else.

Better AI Scalability

AI generation becomes more commercially useful when identity survives beyond a single successful output.

That is the distinction between generation and production.

Limitations to Consider

A Creative AI OS does not replace brand strategy.

If the club has not decided what its identity means, Brand DNA cannot make that strategic decision for it.

It also does not mean every output should look identical.

Excessive consistency can make campaigns repetitive. Football culture changes across matchdays, competitions, audiences and moments.

Human creative direction remains essential.

The purpose of infrastructure is to protect the constants while allowing controlled variation.

Football Club Rebrand Best Practices

A strong digital-first implementation should:

1. Preserve meaningful heritage before simplifying.

2. Design for mobile and motion from the beginning.

3. Define fixed and flexible brand elements.

4. Test the identity across real content formats.

5. Treat Arabic and multilingual communication as part of the brand system.

6. Build rules for player, merchandise and environment consistency.

7. Give agencies access to the same identity foundation.

8. Test generative AI across several outputs rather than judging one result.

9. Separate creative variation from identity drift.

10. Treat the brand as a production system after launch.

Choosing a Football Club Rebrand Production Approach

The right approach depends on production complexity.

Traditional Guidelines May Be Enough When:

• One small team produces limited content.

• Human review can realistically control every output.

• The club has limited platform variation.

• AI is not a major part of production.

Templates May Be Enough When:

• Content is highly repetitive.

• Visual variation is intentionally limited.

• Most assets follow predictable structures.

Reference-Based AI Workflows May Be Enough When:

• The club is experimenting with individual AI images or videos.

• Production volume is relatively low.

• Assets are reviewed individually.

Persistent Brand DNA Becomes More Relevant When:

• Multiple teams produce content.

• Several agencies are involved.

• Campaign volume is high.

• Multiple formats need to remain consistent.

• Arabic and English versions are required.

• Several AI models are used.

• The club needs reusable creative infrastructure.

The buying decision is therefore less about whether a club uses AI.

It is about how much production complexity the organization needs to control.

Football Rebrand Readiness Score

Give the project one point for every “yes”:

1. Has supporter and stakeholder research been completed?

2. Are the club's non-negotiable heritage elements documented?

3. Has the crest been tested at avatar, kit and stadium scale?

4. Are Arabic and English typography and voice rules defined?

5. Do matchday, transfer, sponsor and merchandise systems exist?

6. Is motion behavior documented?

7. Can external agencies access approved assets and templates?

8. Are approval owners and response times clear?

9. Has the identity been tested across a full content cycle?

10. Are production KPIs and a pre-launch baseline available?

8–10 points: The identity is ready for operational rollout.

5–7 points: The concept is strong, but implementation gaps may create inconsistency.

0–4 points: The project is still closer to a visual redesign than a complete brand system.

Why Football Branding Is Moving From Generation to Production

The first phase of generative AI focused heavily on whether AI could produce an impressive image or video.

Professional teams have a different question.

Can it do it again while preserving the identity?

One pattern we repeatedly observed while developing ALStudio was that isolated generation quality and production reliability are different problems.

That observation shaped the Creative AI OS architecture.

ALStudio connects Content Studio, Film Studio, Marketing Studio and Editor Studio to a shared identity layer through Constants Studio and the Consistency Engine.

The objective is not to generate one football visual.

It is to build, control and scale the system that produces the next one too.

This becomes particularly important when a club wants to create consistent AI ads across sponsors, campaigns and social formats without repeatedly rebuilding the brand context.

Conclusion: A Football Club Rebrand Has to Survive Production

A football club rebrand succeeds when the new identity still feels unmistakably like the club after it has been applied across matchdays, transfers, sponsorships, merchandise, social content, video and multilingual campaigns.

The crest is the beginning.

Production is the proof.

Reference workflows can reproduce approximations of an identity. Brand DNA provides a persistent foundation for keeping the identity connected across production.

For clubs, agencies and enterprise sports organizations moving toward AI-assisted content, that distinction matters increasingly as output volume and workflow complexity grow.

ALStudio's broader approach is to connect identity, campaign planning, content creation, film production and post-production through one Creative AI OS.

Ready to test whether your football identity can survive real production? Start with one approved brand system and apply it across matchday, transfer, sponsor and video concepts. Measure time to first approval, revision rounds and brand consistency before scaling the workflow across the season.

Frequently Asked Questions

1. How Much Does a Football Club Rebrand Cost?

There is no universal cost because scope varies significantly between a crest refresh and a complete identity system covering strategy, motion, digital content, merchandise and production.

Clubs should evaluate proposals based on deliverables, governance and implementation requirements rather than logo design alone.

ALStudio pricing relates to ongoing creative production infrastructure, not the strategic rebrand fee charged by a branding agency.

2. How Do You Implement a Football Club Rebrand Across Social Media?

Start by defining fixed brand elements such as the crest, colors, typography, photography and tone, then test them across fixture graphics, results, transfers and vertical video.

Convert those decisions into reusable production rules.

Systems such as Brand DNA and Social Factory can help teams carry the same identity into recurring social workflows.

3. Is Brand DNA Better Than Football Brand Guidelines?

They solve different layers of the problem.

Brand guidelines explain how an identity should be used, while Brand DNA makes identity information reusable inside ALStudio's creative production workflows.

Larger teams can use both: guidelines for human governance and persistent Brand DNA for AI-assisted production across campaigns and formats.

4. What Outcomes Should a Club Expect From a Digital-First Rebrand?

A well-designed digital-first rebrand should improve recognition and consistency across mobile, social, video, sponsorship, merchandise and stadium applications.

It should also make the identity easier for internal teams and agencies to apply.

Results depend on the underlying brand strategy, implementation quality and how consistently the organization governs the identity after launch.

5. When Should a Football Club Use a Creative AI OS Instead of Separate AI Platforms?

A Creative AI OS becomes relevant when the challenge moves from generating individual assets to controlling ongoing production across teams, campaigns and formats.

ALStudio combines multi-model generation with Brand DNA, the Consistency Engine, Marketing Studio, Film Studio and Editor Studio so persistent identity can remain connected to the wider production workflow.

6. Why Is Brand Consistency Important for Football Clubs?

Football clubs produce content continuously across matchdays, transfers, sponsors, merchandise and fan communication.

Without a consistent production system, different teams and agencies can gradually interpret the identity differently.

A structured AI brand consistency approach can help clubs preserve recognizable visual rules while still allowing campaigns to vary creatively.

7. Can AI Help With Football Club Rebranding?

AI can accelerate ideation, image generation, video production, localization and creative variation.

However, the biggest challenge is maintaining identity across those outputs.

A scalable AI workflow therefore needs more than generation speed. It needs persistent brand, product, character and environment information that can remain connected to production.