In this video, Nicte Cuevas demonstrates how to build a more intentional brand system by aligning purpose, audience, and color. She walks through strategies for understanding an audience, evaluating color associations, and organizing a brand’s colors into a flexible palette system. Nicte then shows how this approach can create visual communication that stays on brand while giving designers room to grow. Â
This is just a taste of the great content you’ll learn in Nicte’s upcoming session at The Design + Marketing Summit 2026, being held online September 14–15. See the agenda and sign up now.
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This article was last modified on August 18, 2026
This article was first published on August 18, 2026
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