Nigel Dennis — Creative Director, The Office of Experience
Published:
My brand color changes from red to blue one day… I’m only changing that in one place. And the second I change that one place, it cascades everywhere else I’ve applied it. So it sounds like a very simple concept and it’s not a novel one… what we’ve encouraged our team at OX to do is build those intelligent foundations early. We are better designers when we work with a set of rules early.
What does Nigel Dennis say on The Agile Brand with Greg Kihlström?
Nigel Dennis, Creative Director, The Office of Experience, says: This interview with Nigel Dennis, Creative Director at The Office of Experience, examines why many corporate design systems become constraints rather than enablers. Dennis argues that systems are often conceived as static rulebooks or afterthoughts, and he recommends building tokenized, intelligent foundations and fostering close collaboration between design and engineering to drive speed to market and long-term business value.
From: The Agile Brand with Greg Kihlström
Cite as: Nigel Dennis. (2026). On The Agile Brand with Greg Kihlström. Retrieved from https://research.agilebrandguide.com/insights/nigel-dennis-my-brand-color-changes-from-red-to-blue-one-day-im-only-ch