"Modern brands need constant content across an endless array of channels. For agencies, the relentless volume and sheer scale of the task can become overwhelming. AI tools promise to help, but most of them simply sacrifice consistency and quality for speed. And who wants to get involved in a race to the bottom, really? Ollie Ralph is co-founder of Obello, a new design platform aimed at solving this challenge. And he knows this pain intimately."
"Over two decades, they shaped brand identities for companies including Apple, DoorDash, Nike, Netflix and Instagram. And the experience was instructive. "We saw brands that had been meticulously crafted fall apart in execution," says Ben. "Design suffered, creativity was stifled, and companies failed to reach their full growth potential." Why? Because brand guidelines, however beautifully crafted, have an inherent weakness. As Ben points out: "You realise that nobody ever reads brand guidelines when they have to create content every single day.""
Modern brands require constant content across many channels, creating overwhelming volume for agencies. AI tools often trade consistency and quality for speed. Ollie Ralph and Ben Pham founded Obello after running Character, a brand and design agency serving Apple, DoorDash, Nike, Netflix and Instagram. They observed meticulously crafted brands fall apart in execution because people do not follow brand guidelines during daily content creation. Obello encodes brand rules into design tools so designers set templates and govern creative intent while AI performs repetitive production work, preserving craft, consistency and scalable content output.
Read at Creative Boom
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