Static brand systems are no longer fit-for-purpose for modern organisational needs. Strategic flexibility is vital to build systems that successfully adapt to audiences, contexts and cultural moments while maintaining their core recognition.

At a recent webinar hosted by Frontify, brand leaders from Mozilla and Jones Knowles Ritchie (JKR) shared insights on building flexible brand systems, drawing on their recent collaboration on Mozilla’s rebrand.

“Mozilla is such a powerful organisation. There’s just not enough awareness of the strengths they bring,” begins Carolyn Griffin, JKR’s group strategy director. “They needed to be relevant to so many different types of people – from coders and developers to advocates to changemakers, getting in front of government as well as everyday users.”

WHY FLEXIBILITY MAKES GOOD STRATEGIC SENSE

Spanning everything from consumer products like Firefox to advocacy initiatives targeting government policy makers, Mozilla exemplifies the need to operate across multiple platforms, serve diverse stakeholder groups and respond rapidly to cultural shifts – without diluting the brand equity that ties it all together.

That need to flex from formal government presentations to vibrant social media campaigns gave the Mozilla brand a particularly tricky challenge when it comes to flexibility – a more static system, while consistent in expression, could risk appearing either inappropriately casual or unnecessarily formal.

Mozilla’s previous brand system created too much of a disconnect between the organisation’s colourful, innovative identity and the need for a serious, heritage-focused visual expression in certain contexts.

THE ‘FIXED-FLEX-FREE’ APPROACH IN ACTION

JKR built a ‘fixed-flex-free’ framework for Mozilla – a systematic method for determining which elements should remain constant and which can adapt to context and audience.

‘Fixed’ elements form the non-negotiable core of the brand. For Mozilla, this includes their core logo, primary typography and signature green that anchors the system. “Fixed is all about those core, hard-working, everyday assets that you can build recognition around,” says Griffin. “These are more reduced and essential – the foundation where people can still recognise it’s distinctively Mozilla.”

‘Flex’ elements provide controlled adaptability for different channels, audiences or contexts. Mozilla’s flex system allows its brand to shift between serious, government-appropriate presentations and playful, grassroots community communications.

‘Free’ elements represent the fullest extension of brand flexibility – seasonal campaigns, event-specific activations or cultural moment responses that push creative boundaries while remaining anchored to the fixed foundation.

“Government to grassroots very clearly signposts different communication needs,” explains JKR creative director Luke Thompson. “On one side, we’re talking about big changes to the law with legal people who don’t necessarily understand internet culture. On the other hand, you’ve got activists and coders who need something more fun and inclusive.”

PUT STRATEGIC FLEXIBILITY INTO PRACTICE

Successfully implementing flexible brand systems requires careful stakeholder management, particularly in large, distributed organisations. Mozilla’s approach demonstrates how collaborative development can build internal buy-in for systematic change.

“We worked hand-in-hand building the identity with a big internal team,” says Thompson. “We clearly communicated not just the elements, but the reasons for them.”

This collaborative approach extended to the broader Mozilla community through drop-in sessions, livestream presentations, and ongoing feedback cycles. Rather than launching with theoretical examples, the team developed real projects that demonstrated the system’s capabilities across the whole fixed-to-free spectrum.

“The more you tune and nurture that brand, the better the results,” points out Amy Bebbington, global head of brand at Mozilla. “We also see how important it is to consult with different teams and provide opportunities for people to share what they’re doing.”

MAINTAIN JUST ENOUGH CONSISTENCY

The primary risk of flexible brand systems is losing coherence. Success depends on clear governance structures that stop flexibility descending into chaos.

For Mozilla, both systematic asset management and ongoing consultation processes were vital to achieve this. Teams can access brand assets in a centralised hub on Frontify – but are also encouraged to engage with the brand team for tailored guidance on more boundary-pushing applications.

“You need a reason to flex,” warns Thompson. “If you don’t have a model, it can become a situation where every asset shows up differently. There’s no rhyme or reason.”

The key is to ensure that all flexible elements maintain a strong enough connection to the fixed brand anchors. Even Mozilla’s most expressive grassroots applications must still feature the core logo and signature green, to ensure recognition while empowering contextual adaptation.

BUILD IN THE FREEDOM TO EVOLVE

Unlike static brand identities, flexible systems are designed to evolve responsively. For Mozilla, the relaunch of the brand marked the beginning of an ongoing development process, rather than a fixed endpoint.

“It’s near impossible to launch a brand on day one and be like, ‘This is the whole thing, done,'” suggests Bebbington. “You plant that seed at the beginning of the launch, but then it’s really important to continue to help it grow.”

Mozilla has already expanded its iconography system and photography guidelines based on real-world feedback, demonstrating how flexible systems can strengthen over time as they bed in through real-world application.

Griffin emphasises the importance of research in guiding decisions: “We lean on it to tell us what our equities are, what is resonating and what isn’t working,” she explains. “We may have assumptions about what stands out, but it’s only by testing with users that we learn what we need to build on.”

KNOW WHEN TO FLEX

Not all brands need maximum flexibility, but virtually every modern organisation benefits from systematic thinking about which elements can adapt – and why. The key is identifying specific organisational challenges that flexibility could address.

“Flexibility is essential from a process standpoint, from a visual standpoint and from a strategic standpoint,” says Griffin. “We understand what an organisation is up against and what its challenges are – and we have conversations about what’s actually fixed.”

For brands serving multiple distinct audiences, flexibility enables authentic, tailored communication without diluting core recognition. For organisations operating across diverse cultural contexts, adaptable systems guard against inappropriate tone and provide opportunities to resonate on a deeper level. And for companies with broad product portfolios, a flexible brand architecture creates coherent family relationships while giving individual products room to develop their own personalities.

The question isn’t whether to build flexibility into brand systems, but how much and where. Successful flexible systems require appropriate infrastructure to avoid drift: centralised asset management, clear usage guidelines and consultation processes all help support consistent implementation.

And by embracing strategic flexibility while maintaining recognition anchors, brands position themselves to thrive across changing contexts, audiences and cultural moments.

Watch the full Frontify webinar with Mozilla and JKR here and look out for the the next episode about motion design in rebranding at the end of October.